Marketing - Reading the Water

Reading the Water

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Marketing

Marketing strategy and execution — from positioning and messaging to channels and measurement.

Three different antique keys on a brass ring against sage green background — representing different audience persona types.

How I Think About Audience Personas Differently Now

For years I thought about audience the same way everyone teaches it: build the persona. Job title, company size, industry, pain points, maybe a stock photo of someone named "Michelle the Marketing Director." Put it on the wall. Write to Michelle. It's not wrong. It'

Empty wooden picture frame leaning against a sage green wall — representing the framing problem in technical marketing.

The Framing Problem in Technical Marketing

The first sign I had that something was off was a conversation that went nowhere. I'd spent about twenty minutes explaining how COS worked to someone who ran demand gen at a mid-size B2B software company. Measurement against peer-reviewed frameworks. The OCEAN model. Five dimensions of