Marketing

There is Always Another Way

Rules and limitations can be overcome through creativity and finding alternative categories or approaches.

September 3, 2025

Doing Content Right

Steph is taking you on a journey from figuring out what you can write about all the way to earning money from it.

December 4, 2021

Getting Real

Building software doesn’t need a large team, huge budget, or a perfect plan up front. Products should do less and work smarter by focusing on solving real problems and evolving with user feedback. The key is to create sustainable software by making smart, incremental improvements that truly meet users’ needs.

February 22, 2025

Growth Levers and How to Find Them

A practical playbook for finding outsized growth by shifting from optimization to discovery—map the customer journey (Struggle → Search → Selection), build a growth model (North Star, key drivers, rate‑limiting step), and run hypothesis‑driven sprints to do fewer, bigger things that truly move the needle.

August 10, 2025

Start Small, Stay Small

A practical, market-first playbook for developers to bootstrap software startups without external funding. Walling stresses niches, marketing over features, and measurable validation (keyword research, AdWords tests). Build a high-converting sales site, grow an email list, price with tiers, and use VAs/outsourcing and documented processes to scale. Set clear goals (e.g., first $500 MRR), iterate quickly, and focus on verticals where you can be the best.

August 11, 2025