Writing
The Petrichor Blog
Strategy, positioning, and relevancy engineering. No fluff, no frameworks-for-the-sake-of-frameworks. Just the work.
-
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 fundamentally 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. Here's the difference.
-
Content Strategy Consultant: When Content Is a Revenue Problem, Not an Execution Problem
Most companies hire a content strategy consultant when they have an execution problem. The ones who need one most have a revenue problem that content can't fix until the strategy underneath it is right.
-
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 someone to hire when your sales team is underperforming. Here's what they do, what it costs, and what good looks like.
-
Positioning Strategy: The 3 Decisions That Actually Determine Whether Your Company Wins
Most founders think positioning strategy is a messaging exercise. It's not. It's three structural decisions that determine 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 actually looks like, when it makes sense to hire one, and what Petrichor does and doesn't do.
-
Thought Leadership Strategy: The 3-Layer Framework That Turns a POV Into Pipeline
Most startup founders do thought leadership wrong. They post content. Real thought leadership strategy is structural — a POV, a platform, and proof. Here's how to build it correctly.