Context Is the New Segmentation
Segmentation existed because a marketer could not know an individual. That constraint is lifting, and personas describe a person rather than a moment.
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Marketing Wins
Focus Is a Strategy, Not a Constraint
The companies that survived the dot-com collapse were not the boldest. They were the narrowest, and positioning is the decision that made them so.
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What the Dot-Com Crash Teaches About Building Before the Market Exists
Elliott King was in San Francisco in 1999, inside the boom as it broke. The sequencing error behind it is one marketers still repeat in every cycle.
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The Interface Moved, and the Funnel Moved With It
A spoken question is a different unit of demand. What changes for search, for the top of the funnel, and for what a marketing team should measure.
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Demand Precedes Infrastructure: The Dot-Com Sequencing Error
The dot-com crash was a sequencing error, not a technology one. What the funnel says about building for an audience that has not arrived.
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