Practical frameworks for testing your category story and seeing where you may be paying the competition tax.
A framework for articulating the change in thinking that makes your category necessary rather than incremental.
Build your narrative foundation in about 30 minutes.
Get the Canvas →An assessment of how quickly your current advantages are becoming common, and whether your narrative is building fast enough to matter. It looks at product defensibility, market position, narrative velocity, and commercial health.
Know your timeline and adjust your strategy.
Take the Assessment →Start with the Canvas if you are still putting your category story into words. Start with the Assessment if you already have a story and want to know whether it is working fast enough.
Either way, the method behind both tools is explained on the Method page, and new essays on category design and go-to-market arrive through the newsletter.