Novel tactics

Challenger playbooksMacro-strategy blueprintsInterviews and friendsBehind-the-scenesNovel tacticsViral loops
🎯 How Clay builds unshakeable loyalty

🎯 How Clay builds unshakeable loyalty

Circus classes and sound baths as b2b marketing

🎯 How Netlify turned GitHub into its marketing team

🎯 How Netlify turned GitHub into its marketing team

One-click traffic hijacking

🎯 How to win on B2B app stores

🎯 How to win on B2B app stores

The ‘ride-the-whale’ playbook

🎯 Put people directly in your product

🎯 Put people directly in your product

Zero friction, zero seconds

🎯 Clay’s $1.3 billion repositioning masterclass

🎯 Clay’s $1.3 billion repositioning masterclass

The community-led announcement playbook

🎯 Before Shazam was an app...

🎯 Before Shazam was an app...

it was a phone number

🎯 Behance’s first 100 users

🎯 Behance’s first 100 users

A counterintuitive solve for the chicken-and-egg problem

🎯 The NYT’s winning Connection

🎯 The NYT’s winning Connection

The crossword crossroad

🎯 Why Nvidia donates free products

🎯 Why Nvidia donates free products

How corporate gifting drives sales

🎯 Arc’s build-in-public playbook

🎯 Arc’s build-in-public playbook

One nugget from the internet’s favourite content strategy

🎯 Forget waitlists. Do this instead.

🎯 Forget waitlists. Do this instead.

PLUS: Some behind-the-scenes thinking

🎯 How Calm gets automatic signups via YouTube

🎯 How Calm gets automatic signups via YouTube

A masterclass in content → app funnels