A brief is not a container for everything you know. It is a decision about what the work must do.

Every attribution setup encodes a belief about how buying works. Make yours explicit before you defend the numbers.

Nobody reads your welcome sequence. They skim it while deciding whether this was a mistake.

If the sales team will not say it out loud on a call, it is not positioning. It is decoration.

We spent two years treating awareness as a funnel stage. It behaves much more like a prerequisite.