The Notebook

Notes on building brands people believe in

Essays on content systems, positioning for coaches, ADHD-friendly workflows, and automations that still feel human.

Systems over guesswork: how I plan a month of content in one sitting

Most brands do not have a content problem. They have a decision problem. Here is the planning system I use so nothing gets invented at 11pm.

The ADHD-friendly content workflow that finally stuck

I researched how attention actually works, then rebuilt my process around it. Fewer tabs, shorter loops, visible progress.

Visibility is not the same as positioning. A breakdown of the four content gaps I see in almost every coaching account.

ManyChat flows, saved replies, and templates can either sound like a robot or sound like you on a good day. Here is the difference.