Notes on Clarity, Story, and Growth.
Essays from Stone Soup Strategy on how founder-led companies sharpen their message, strengthen their narrative, and build marketing systems that scale.
Stone Soup Strategy Insights
Why Your Marketing Plan Should Start With Positioning, Not Channels
Most marketing plans start with channels or revenue goals—and fail to compound. Discover why positioning must come first to build real momentum.
Your Target Audience Is a Trigger State, Not a Demographic.
Most target audience profiles rely on generic demographics like job title or company size. Learn why targeting a specific "trigger state" drives real buyer intent and urgency.
Most Brand Strategies Skip the One Thing That Makes Them a Strategy
Most brand strategy documents are just lists of goals dressed up as strategy. Discover why real brand strategy requires making hard trade-offs about who NOT to serve and what NOT to say.
Why a Bigger Audience Usually Produces a Weaker Message
Broad target audiences don't reach everyone equally—they reach everyone equally poorly. Discover why narrowing your focus creates stronger message resonance and higher conversion rates.
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