Writing
The Petrichor Blog
Strategy, positioning, and relevancy engineering. No fluff, no frameworks-for-the-sake-of-frameworks. Just the work.
Van Halen's Brown M&Ms and Our Skill-Building Checklist
The checklist Petrichor builds every AI strategy diagnostic against: behavioral questions, inversion lines, named deliverables. Published in full.
The Skill Stack Launch Checklist: 12 Sections, 90+ Checkpoints
The full pre-launch diagnostic Petrichor runs before any skill, framework, or template stack goes public. All 12 sections, ungated, CC BY 4.0.
The First Layer of Trust Has Nothing to Do With Being Smart
Intellectual Authority isn't intelligence. It's whether you own a framework and a language, or borrow everyone else's. Most founders notice too late.
Brand Strategist: The 3 Types, What They Actually Do, and How to Hire the Right One
Most people hiring a brand strategist don't know there are three different types. Hire the wrong one and you'll get a beautiful deck that changes nothing.
McKinsey Alternatives for Startups: Why Big Consulting Doesn't Work at Your Stage
McKinsey is great at what it does. What it does is not what startups need. Here's why, what the real alternatives are, and how to choose the right one.
Reputation Management vs. Reputation Engineering: One Reacts, One Builds
Reputation management suppresses bad search results. Reputation engineering builds what the market believes about you before a crisis ever arrives.
Content Strategy Consultant: When Content Is a Revenue Problem, Not an Execution Problem
Most companies hire a content strategy consultant to fix an execution problem. The ones who need one most have a revenue problem content can't fix.
Go-to-Market Strategy Consultant: What They Actually Do and the 4 Decisions They Should Help You Make
A go-to-market strategy consultant is not a GTM engineer, not a fractional CMO, and not the fix for an underperforming sales team. Here's what they do.
Positioning Strategy: The 3 Decisions That Actually Determine Whether Your Company Wins
Positioning isn't a messaging exercise. It's three structural decisions that decide how your market sees you, and whether that view ever converts to revenue.
Startup Consultant: What One Actually Does, When to Hire One, and What to Avoid
The startup consultant market is full of people with decks and no accountability. Here's what good looks like, and when it makes sense to hire one.
Thought Leadership Strategy: The 3-Layer Framework That Turns a POV Into Pipeline
Most founders do thought leadership wrong. They post content. Real thought leadership is structural: a POV, a platform, and proof. Here's how to build it.