The seven strategic shifts that help founders move their mindset and marketing from ad hoc activities to essential foundations that will support growth.

Content is the system that fuels awareness, builds trust, and drives growth. For many early-stage founders, it often slips down the list,  squeezed somewhere between product development, sales, and everything else demanding attention. It's that extra thing you just don’t have time for. But when you approach content strategically, it becomes one of the most reliable levers for growth. The key is building on the right foundations. 

Startups often focus on the product: the tech, the features, the roadmap. And it makes sense - after all, that’s what you’re taking to market. But what separates a product that sells from one that scales is the story that connects what you do to why it matters.

A launch is exciting. The campaign, the push, the moment you put your product into the world. But what happens after the launch is just as important. That’s where email nurture sequences come in.

For years, marketers have leaned on the funnel as the trusty way to explain how people buy. Awareness at the top, consideration in the middle, and conversion at the bottom. Neat, linear, and easy to map. The reality? Buying decisions today don’t look like that.

When your product is complex, category-defining, or behaviour-changing, your mid-funnel marketing needs to do more of the heavy lifting. The reason is simple. When you’re asking people to think differently and change behavior, it requires you to guide them through this change. Therefore, it becomes your finest job to help customers become ready. And that readiness is built in the middle of the marketing funnel.

Marketing strategy in an early-stage business should be tied directly to your immediate business goals. What needs to happen in the next quarter, and how do your marketing activities most effectively support that?

This week I had a conversation with a founder who asked me a question I’ve heard many times before: “Why aren’t people buying our product? What’s the step we’re missing?” She went on to say, “I’ve bought things I’d never heard of before, no nurture campaign, no long sales cycle, I just saw it, and I bought it. How does that happen?” It’s a fair question. And it’s easy to assume that those kinds of purchases are happening all the time for some secret  reason no one is tel

You’ve built a product, maybe even launched it, but now you’re realising something feels off. It could be inconsistent messaging, a brand id

AI innovations and affordable content creation tools presents a golden opportunity for lean start-ups and SMEs. Here's what you need to know

I’m breaking down five common marketing challenges I’ve seen founders struggle with and sharing practical tips to help you navigate them.