Everything here exists because the ideas should be accessible to anyone willing to sit with them. But there are three ways to go deeper.
The essays. The newsletter. The podcast. The best place to start is always the work itself. The thinking has to land before anything else makes sense.
The ideas behind The Second Draft translate powerfully to stages, leadership offsites, and organizational events. Not as motivation. As disruption.
How companies operate from inherited narratives that no longer serve them and what it takes to author something truer.
How the specific language an organization uses is either building authority or quietly eroding it.
What the examined life looks like in practice for people carrying significant responsibility.
Alongside the writing, I run a strategic storytelling practice for founder-led experts.
Most marketers have it backward. Marketing creates preference. Story creates certainty. Brand creates meaning. The job is not to be more visible. The job is to be unmistakable. Most companies are trying to be seen before they have decided what they mean.
Signal the Narrative is the practice that exists to do the upstream work explicitly. To name what a business means before its team is asked to express it. To install the language before the budget is asked to broadcast it. To build the narrative spine the company runs on for the next decade.
The work is a twelve-week engagement for founder-led experts in the $300K to $2M revenue range whose work is strong but whose market story is not landing. Capped at four active clients per quarter. The entry point is a paid Strategy Session.
The full thesis, the engagement detail, and the booking are at signalthenarrative.com.
A founder at $4M ARR with a category-defining product but a category-shaped pitch. We rewrote the narrative around the system, not the feature. Two enterprise deals previously stalled closed within 90 days.
Engagement · 12 weeks · 2025
A senior operator running a 30-person services firm in a commodity market. We rebuilt the brand voice around the founder's actual conviction. Inbound qualified leads doubled the following quarter without changing media spend.
Engagement · 8 weeks · 2024
An executive prepping for a 2,000-person sales kickoff who could feel the deck was generic. We restructured the talk around one decisive idea their organization had never named aloud. The talk produced three additional speaking invitations from the audience.
Engagement · 4 weeks · 2024
"He listens until he hears the actual thing. Then he hands it back to you in language you can finally use."Founder · SaaS · 2025
"We had been describing what we did for two years. Mo helped us name what we believed. Everything got easier after that."Founder · Services · 2024
Detailed references and named case studies available under NDA on request.
Whatever brought you to this page, you're in the right place. The work exists at every level. Start where you are.
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