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Notes on the unglamorous work of growing.

One short essay a month, by the partners.

A fountain pen resting on an open notebook.

Strategy

Sep 18, 2026

5 min

The not-now list: the most useful strategy document you aren’t writing

Every strategy session produces a list of things to do. The good ones also produce a list of things you have agreed not to do yet, and a rule for who is allowed to reopen it.

Nora Ashby

Founding partner

Earlier essays

Aug 21, 2026

Your ideal customer profile is a decision, not a description

Positioning

4 min

Jul 16, 2026

Why pipeline reviews turn into blame sessions, and how to stop them

Revenue operations

5 min

Jun 11, 2026

Raising prices without losing the clients you actually want

Pricing

4 min

One essay a month. No tricks.

On the first Tuesday of the month.