August 25, 2026
Asymmetrics: Twenty-Four Lenses for Finding the Move Your Competitors Can't Copy
A complete field guide to structural B2B advantage — 24 lenses plus the Assumptions to Asymmetrics to Assertions method.
Read →The Blog
Frameworks for B2B messaging that works.
Field notes on positioning, copy, and the psychology of B2B buyers, written by Dean Waye.
August 21, 2026
THE FIRST WORD: Why Marketing Always Leads
The full book on how prospects decide to read in three seconds, with six frameworks for getting there first.
Read →August 17, 2026
Seven Ways to Hook a Reader in Two Seconds
Most headlines fail before the reader even decides to read. Here's what actually works.
Read →August 13, 2026
Ten Things B2B Buyers Won't Tell You (But Your Copy Needs to Know)
Writing for a buyer who is professionally rewarded for saying no.
Read →August 9, 2026
When Your GTM Story Stops Working
Your message didn't fail because it was wrong. It failed because the market moved.
Read →August 5, 2026
What Great CMOs Actually Think About Marketing
A synthesis of 17 CMOs on what separates momentum-builders from campaign-runners.
Read →August 1, 2026
The Assertion Spectrum: Why Your B2B Copy Is Either Boring or Threatening
Most B2B copy sits at two extremes. The sweet spot in between has a name.
Read →July 28, 2026
Why Your Buyers Stop Reading After the First Line
The keep-reading decision happens in under two seconds. Here's what's happening in that window.
Read →July 24, 2026
The Uniqueness Trap
Unique versus different — most companies think they're unique. They're just different.
Read →July 20, 2026
How Internal Consensus Kills B2B Messaging
Committee-safe language offends no one, and moves no one.
Read →July 16, 2026
The Primer: What You Say First Is Not What You Think It Is
Your first job isn't to sell. It's to make the sale possible.
Read →July 12, 2026
Writing Copy When You Cannot Afford to Be Wrong
A small addressable universe plus long test cycles means different rules for writing.
Read →July 8, 2026
First Say This: The Order of Your Message Is the Message
Order determines whether anything downstream of it ever gets heard.
Read →July 4, 2026
How to Write to Someone Who Has Never Heard of You
Writing to strangers is structurally different from writing to warm leads.
Read →June 30, 2026
The Hook: How to Find the One Line That Unlocks Your Whole Message
Every strong message has a hook underneath it. Here is the process for finding it.
Read →June 26, 2026
Why B2B Ads Are Boring: A Diagnosis in Four Parts
Boring by committee, by habit, and by a misunderstanding of what buyers actually respond to.
Read →June 22, 2026
Nine Fixes for Nine Webinar Problems You Think Are Unfixable
Low attendance, no questions, and dead air are copy and structure problems, not technical ones.
Read →June 18, 2026
Be the One They Want to Watch
What separates attended webinars from tolerated ones.
Read →June 14, 2026
Everything You Actually Need to Know Before Hiring a Copywriter
Most companies hire for the wrong reasons and brief badly.
Read →June 10, 2026
Reliable, Dignified Prospecting
An approach that earns a response without cringe-outreach.
Read →June 6, 2026
Why Prospects Ghost You (Not About Follow-Up Timing)
Ghosting is a message problem surfacing late, not a timing problem.
Read →June 2, 2026
Write Headlines That Hit
The mechanics behind subject lines that actually get opened.
Read →May 29, 2026
Not the Also-Ran
How to position when you're not the category leader.
Read →May 25, 2026
How to Brief a Copywriter for Outcomes Instead of Output
The difference between a good brief and a bad one.
Read →May 21, 2026
What Desire Has to Do With B2B Marketing
B2B buyers decide emotionally and justify rationally.
Read →May 17, 2026
The Questions That Change How You Write
The brief questions that actually matter.
Read →May 13, 2026
What Makes a Webinar Worth Completing
The architecture that holds the room past minute fifteen.
Read →May 9, 2026
Three Levels of Messaging
Informational, aspirational, transformational — most companies default to the lowest.
Read →May 5, 2026
The Credibility Problem
Why buyers don't believe you even when you're right.
Read →May 1, 2026
What the Follow-Up Is Actually About
Follow-up is a positioning problem, not a persistence problem.
Read →April 27, 2026
The Voice Problem: Why B2B Companies All Sound the Same
The process that produces sameness, and how to break out of it.
Read →April 23, 2026
The Scope of a Message
What copy has to accomplish versus what it merely has to say.
Read →April 19, 2026
Test Your GTM Message Before It Costs You Anything
Finding out the message is wrong after launch is the wrong order of operations.
Read →April 15, 2026
How to Test GTM Messaging Without Running a Single Campaign
Getting the buying committee in a room before you spend anything.
Read →April 11, 2026
What a Tested Message Is Actually Worth
The value of knowing where a message breaks before buyers do.
Read →April 7, 2026
The Shortcut Is the Ballgame in B2B
Buyers already know the problem and the future. You're evaluated on the mechanism.
Read →April 3, 2026
The Cold Outreach Split
Your CRO wants to stand out. Your AEs want to blend in.
Read →March 30, 2026
Three Ways Cold Sales Messages Actually Cut Through
Three legitimate cut-through approaches, and one that doesn't work.
Read →March 26, 2026
Who Your First Contact Should Come From
Marketing outbound comes from a company. Sales outbound comes from a person.
Read →March 22, 2026
You Are Actually in the Entertainment Business
You compete for attention, not for information delivery.
Read →March 18, 2026
Nobody Does What You Do Not Ask Them To
CTA avoidance is fear of making a real ask.
Read →March 14, 2026
Why Your Testimonials Are Doing Nothing
Testimonials written for the company that earned them, not the buyer reading them.
Read →March 10, 2026
The Follow-Up They Don't Delete
Most follow-ups fail from having nothing new to say.
Read →March 6, 2026
What to Do When They Go Quiet
Re-pitching is the wrong instinct when a deal stalls.
Read →March 2, 2026
The Pricing Conversation You Keep Avoiding
Price only shocks when it arrives before value does.
Read →February 26, 2026
Why Your LinkedIn Posts Are Talking to Themselves
Most B2B LinkedIn content is written for the writer and the algorithm.
Read →February 22, 2026
The Demo That Decides the Deal
A demo wins by feeling built-for-them, not by showing more.
Read →February 18, 2026
The 90 Percent Rule
Do 90% of the prospect's thinking and feeling for them.
Read →February 14, 2026
Write to a Person, Not a Persona
Stiff C-suite copy is built on a wrong assumption about how executives want to be talked to.
Read →February 10, 2026
Nobody Cares About You. Use That Freedom.
Your prospect's life is full without you. That's liberating, not a problem.
Read →February 6, 2026
You Are a Distraction. Get Good at It.
Accept and optimize for the glance instead of resenting distraction.
Read →February 2, 2026
Why Your B2B Copy Is Really About You
Most B2B copy is written to make the writer feel good.
Read →January 29, 2026
Every Weakness Is a Strength. Reframe.
The practice of reframing a supposed weakness into an advantage.
Read →January 25, 2026
Artists, Artisans, and Assemblers
Three types of copywriter. Hiring the wrong one produces irrelevant work.
Read →January 21, 2026
Prevention, Mitigation, or Suffering
Naming a problem's lifecycle stage changes everything downstream.
Read →January 17, 2026
Why Your B2B Buyer Is Not Responding to Logic (They Are Responding to Threat)
The SCARF threat-detection framework, applied to vendor evaluation.
Read →January 13, 2026
Your LinkedIn Page Is a Message
Your About section and headline are the first thing a stranger reads.
Read →January 9, 2026
The Prospecting Gift
A well-written PDF does more prospecting work than a cold email sequence.
Read →January 5, 2026
Showing Beats Telling
Live events show expert thinking in real time instead of telling people about it.
Read →January 1, 2026
The Four Bad Assumptions Every Cold Message Makes
Four false assumptions cold outreach makes about the reader.
Read →December 28, 2025
Your Opening Twenty Words Are Worth More Than the Next Thousand
Effort is misallocated — the first twenty words are the whole game.
Read →December 24, 2025
The Opening That Breaks Something
The best openings identify something wrong in the audience's world and name it.
Read →December 20, 2025
Your Subject Line Has One Job. It's Not the One You Think.
Subject lines have exactly one function: get the open. Not describe the contents.
Read →December 16, 2025
Telling Them It's Not Their Fault Is a Strategy, Not a Gesture
Naming that the negative present isn't the prospect's fault changes how they listen.
Read →December 12, 2025
What Your Buyer Cannot Say Out Loud
Every prospect carries an unadmitted fear. Your copy has to name it first.
Read →December 8, 2025
The Four Resistances Every B2B Buyer Brings to the Room
Distrust of claims, reactance, inertia, and scrutiny — before you've said a word.
Read →December 4, 2025
The Twelve Questions Every Buyer Is Secretly Asking
Buyers evaluate you against a hidden checklist of trust, risk, and timing questions.
Read →November 30, 2025
Three Openings That Always Work in B2B Marketing
Three frames to reach for when you don't know how to start.
Read →November 26, 2025
Attention Is Not Free
Attention is a scarce business asset that most B2B marketing treats as a gift.
Read →November 22, 2025
Hope Starts the Sale. Safety Lets It Continue.
A future worth wanting, plus reassurance that pursuing it isn't reckless.
Read →November 18, 2025
Urgency Without Yelling
Fake urgency destroys trust. Real urgency shows the actual consequences of delay.
Read →November 14, 2025
Claims Create Debt
Every claim you make asks the buyer to loan you a little credibility.
Read →November 10, 2025
The Story Your Market Actually Wants to Hear
The market wants the relevance story, not the founder's origin story.
Read →November 6, 2025
How to Help the Buyer Who Has to Resell You Internally
Your champion needs a one-sentence pitch, a business case, proof, and a risk answer to resell you.
Read →November 2, 2025
An Offer Is Not a Menu of Tasks
Strong offers are promises of movement, not lists of deliverables.
Read →October 29, 2025
The Client Does Not Experience the Same Project You Do
Clients think in risk, confidence, and outcomes. Providers think in time and effort.
Read →October 25, 2025
Different Is Not Enough
A difference has to be tied to something the customer actually cares about.
Read →October 21, 2025
When Your Best Argument Is Not "We Are Better"
A position built on a changed reality, not on product superiority.
Read →October 17, 2025
One Page, One Argument
A template for the single page that has to make the whole argument.
Read →October 13, 2025
The Webinar Skeleton
A webinar is a structured argument for belief change. Every section has a job.
Read →October 9, 2025
Repurposing Is Not Chopping Content Into Fragments
Real repurposing translates the argument for a new attention environment.
Read →October 5, 2025
Good Editing Is Not Making It Shorter
Editing removes what stands between the reader and belief.
Read →October 1, 2025
The Buyer's Words Are Better Than Yours
The best copy is collected from sales calls and support tickets, not written cold.
Read →September 27, 2025
The Awareness Mismatch
Sending the wrong message to the wrong awareness-stage buyer is a top failure mode.
Read →September 23, 2025
A Workshop Is a Trust Format, Not a Teaching Format
A workshop's job is letting prospects feel the quality of your thinking.
Read →September 19, 2025
Service Businesses Sell Trust Before Output
Deliverables aren't what clients buy. Confidence is.
Read →September 15, 2025
If You Sell Expertise, Your Message Is Part of the Product
For consultants and advisors, the message is a sample of the paid thinking.
Read →September 11, 2025
Events Are Not Only Content. They Are Reasons for Contact.
The underused part of an event is the legitimate excuse it gives you for outreach.
Read →September 7, 2025
The CTA Ladder
Not every buyer is ready for the same commitment.
Read →September 3, 2025
Ten Questions to Ask Before You Publish Anything
A ten-question buyer-centricity test to run before anything goes out.
Read →