A very strong and catchy nikita-esque title
The Archive: Dig through every DIRT Dispatch and DIRT Teardown issue.
Warning: All content is opinionated AF.
Latest
New category? Who dis.
The narrative around the rebrand was tight. But what interested me more was the other thing they did. They created a NEW CATEGORY: Pursuit intelligence.
Nikita Morell
·
7 min read
Dispatch (5)
Teardown (4)
Who called the client a f*ckwit?
You know when you have a flight, but it's not until the late afternoon, so for the entire day you don’t want to start anything because you're like, "What if I accidentally forget to go to the airport in six hours?"
Dispatch
Strong positioning turns multiple products into one clear story.
Some websites you need to do a full archaeological dig to find the messaging and positioning gold. Others require little more than a gentle sift. A quick swish of the DIRT pan and the positioning gold rises straight to the top.
Teardown
Positioning means choosing what gets left out
Before we jump into the mud, if you haven’t heard of Speckle before, they are a data platform that pulls information out of Revit, Rhino, Grasshopper and 25-odd other tools so it can move between them. Think of it as the plumbing underneath AEC’s messy digital tool stack. Impressive stuff.
Teardown
Things that should stay inside your head
I had a boring conversation with my barista this morning. I say "boring" because rattling off your Garmin data does not constitute good conversation.
Dispatch
The “small dinner” lie
When my husband, Kieran, asked what I wanted to do to celebrate, I said: "Something small and casual. Maybe a nice dinner at home with you and the kids."
Dispatch
Name the wrong competitor. Lose the sale.
A patch of internet dirt, where I dig through the positioning and messaging of AEC tech, construction and building material brands. Every edition gets sorted into three piles: THE GOOD. THE BAD. THE UNBURIED.
Teardown
You’re probably a DIRTbag
Funny how in sport and business… you can do a lot of work and still not get on the scoreboard. It's easy to overthink or put off taking action. Might be time to look at your own positioning and messaging game?!… or not. Your move.
Dispatch
We do not dig this Reddit thread
Apparently networking IRL is back. Technically, it never left. Don’t pretend you didn’t feel relieved when “industry mixers” were illegal back in 2020!
Dispatch
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