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Field Notes

Writing on practice, strategy, and the work.


A content creator filming a short video in a softly lit room
Strategy · April 2026

The quiet power of influencer marketing

Most small businesses write off influencer marketing after one bad experience. Here's what good actually looks like - and why the micro tier is where the real opportunity is.

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A figure at a desk surrounded by handwritten story notes, seen from behind in warm amber light
Strategy · March 2026

Your brand story is not about you

Most small businesses tell brand stories about themselves. The ones that build real trust tell stories about their customers - and understand exactly why that difference matters.

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