Field Notes
A new note lands every Tuesday, 8:00 AM. Follow along on LinkedIn to catch each one.
A weekly series on go-to-market, AI, sales, and events. The lessons, written down and given away.
Nobody Remembers the Booth. Everyone Remembers the Night.
Designing the VIP experience the way a guest actually lives it, from the yes to the Uber home. The walk you take twice, the handwritten note, and why the smallest details decide what people remember.
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A Brand Doesn't Cross an Ocean. A Person Does.
Building a brand in a second country: what actually changes at the border, finding and paying the early adopters, testing a territory through one peer group, and the London effect that proved boots on the ground beat everything else.
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The Press Release Is Not the Partnership.
A partnership is resale or integration; everything else is co-marketing. The plays that make one real: build it with a partner advisory council, ship the integration and actually sell it, cross-train both teams, and make champion customers the story.
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The Budget Gets Another Zero. The Margin for Error Doesn't.
Running major events: scale doesn't change the fundamentals, it changes the physics. The run-of-show as product, refreshing the education, and why the headliner is the amplifier, not the strategy.
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Nobody Remembers a Leading Provider of Innovative Solutions.
The one-sentence test: four checks your positioning has to survive, where the good sentence actually comes from, and a worked before-and-after.
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The Channel Is a Community First and a Market Second.
Why vendors who enter this channel pull back at month eight, and the three things that separate the ones who stay: known faces, the right shows, and the timeline nobody budgets for.
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The Event's Over. Did You Actually Win?
Last week I gave you the seven rules for launching your first event. This week is the part almost everyone skips: going back after the room empties and finding out, honestly, whether it worked.
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Your First Event Doesn't Need to Be Big. It Needs to Be Right.
The seven-rule playbook for launching your first event, from defining winning to walking the day in both pairs of shoes. Ships with a free worksheet that grades your plan.
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The Booth Doesn't Owe You Anything
The Phase 0 to Phase 5 playbook for getting real ROI out of event sponsorship, including the math most sponsors never run.
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You Built Your Sales Team an AI Copilot. Now What?
The build was the easy part. Ownership, maintenance rhythms, and the month-four playbook nobody publishes.
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Your Company's Most Valuable Asset Is Trapped in Someone's Head
Absorb, distill, deploy: using AI to capture what your best people know before it walks out the door.
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GTM Is Not a Launch. It's an Engine.
The four parts of a real go-to-market engine, and where most companies get each one wrong. Includes a free pipeline calculator.
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Six Lessons From a Year of AI Coding
Most of them learned the hard way. What actually works when you build real products with AI, not just demos.
READ THE NOTE →// new notes publish weekly. follow along on LinkedIn to catch each one.