Archive - The Off-Menu Newsletter

Brand isn't something you sell

Unintuitive truths about building a brand consultancy.

Jul 3 •

Great Product. Bad Framing. No Traction.

A lesson in storytelling, positioning, and why emotional resonance is everything.

Jul 1 •

June 2025

The cheating brand

When your marketing betrays your product.

Jun 26 •

Your secret AI prompt library

What if your brand strategy contains better prompts than any engineering guide?

Jun 24 •

Don't Let AI Dumb You Down

How I make sure AI doesn't make me intellectually soft

Jun 20 •

How much is a brand actually worth?

Everyone asks about the price. Here’s what they should be asking instead.

Jun 17 •

The interface is changing again

Dia looks promising. But what if tabs are on their way out?

Jun 12 •

The dinner party test

How category-defining companies make their customers sound smarter

Jun 10 •

What if TED started with a question instead of an answer?

How Perplexity could own the questioning space while competitors fight over answers.

Jun 5 •

Start at the End

The underrated power of backcasting, and why more startups should try it.

Jun 1 •

May 2025

How subcultures become mainstream

If Bandit wants to evolve running, they need to evolve their story.

May 29 •

It's 2030. Here's What No One Saw Coming.

Field notes from an AI future that snuck in through the back door

May 26 •

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