Notes
Short pieces on pricing, positioning and the decisions founders put off. Written from real engagements, with the details changed where clients prefer.
Notes
-
How to raise prices without losing your customers
Most founders wait too long to raise prices, then do it all at once. A calmer way, from twelve years of watching it go right and wrong.
-
The one-sentence test for positioning
If three people on your team describe the company three different ways, you don’t have a messaging problem. You have a decision to make.
-
The hardest strategy decision is what to stop
Adding is easy and feels like progress. Stopping a product, a market or a customer type is where strategy actually happens.
-
Do you need a strategy consultant? Five honest questions
Sometimes the answer is no. Five questions to ask before you hire someone like me, and what to do instead if the answers point elsewhere.
Why I write these
Most of what I know comes from watching founders make hard decisions, and most of it can’t be shared with names attached. These notes are where I write down the patterns: what tends to work, what tends to go wrong, and the questions worth asking before you start.
I publish one every six weeks or so. If something here is close to a decision you’re facing, reply to the letter or book a call. I read everything myself.
A letter every six weeks
New notes by email, and nothing else. Unsubscribe with one click.
- Address
- Office 904, Canal View Building, Marasi Drive, Business Bay, Dubai
- Phone
- +971 4 555 0706
- lena@northfield.ae
- Opening hours
- Mon–Thu 9:00–17:00Fri 9:00–13:00Studio visits by appointment
Facing a decision like this?
Thirty minutes, no preparation needed. Tell me what you’re deciding and I’ll tell you honestly whether I can help.
Taking one new client from February 2027
