Field Notes

Notes on founder-led growth & the patterns beneath it.

Positioning, visibility, operating rhythm, and the structure that lets a vision move. Written for founders with too much signal and not enough sequence.

On structure

Everyone is optimising the twenty per cent.

Awwwards weights Design and Usability at 70%. Creativity — the part everyone chases — is 20%. The same ratio governs brand work.
On structure

The founder is the first system.

Before brand, before offers, the founder's own clarity is the first thing to structure.
On the AI era

AI made content cheap. Structure is the advantage.

Anyone can generate output. The edge is now discernment.
On growth

Belonging is the new capital.

Community is not a channel. It's an asset that compounds.

The archive

More essays, in the same register.

,
Most founders don't have a marketing problem.
They have a structure problem. The distinction changes everything.
,
Luxury is trust before aesthetic.
Why the most premium brands feel inevitable, not loud.
,
Taste is a strategic advantage.
Discernment is the one thing that doesn't commoditise.
,
A brand is not a presence. It is an operating system.
What changes when you treat brand as infrastructure.
The letter

These essays begin as The Eight.

Field Notes is the archive — the longer pieces, kept. The Eight is the weekly letter they come out of: eight short things on brand, growth and taste, four minutes, every week. Essays worth expanding end up here.

Subscribe to The Eight →