Sticky walls do not equal synthesis
Why colorful walls stall unless you pair them with dissent lanes and traceable quotes.
Notebook
Essays for evidence-led marketers
Designing probes that respect tired buyers
A tighter ladder for B2B interviews keeps sessions human without dulling the evidence.
Message tests without performative certainty
How to log learning without pretending every headline was destined to win.
Archiving research so the next PMM trusts it
Retention windows, consent renewals, and search paths that survive team churn.
Teaching founders to sit out the leading questions
Founder presence can skew interviews—here is a choreography that keeps evidence clean.