https://shed.io/journal/ Honest thinking on brand positioning, market dynamics, and messaging. Published when it's worth reading. en Tue, 01 Sep 2026 00:00:00 GMT https://shed.io/journal/accept-nothing/ https://shed.io/journal/accept-nothing/ Tue, 01 Sep 2026 00:00:00 GMT A shed.io case study on building a website with AI: what the tool did, what stayed human, and why effort still decides the outcome. https://shed.io/journal/brand-is-doing-too-much-work/ https://shed.io/journal/brand-is-doing-too-much-work/ Tue, 01 Sep 2026 00:00:00 GMT Why brand strategy keeps getting mistaken for design, marketing and creative direction, with examples of it working, failing and what five leading agencies do differently. https://shed.io/journal/good-is-everywhere-ideas-arent/ https://shed.io/journal/good-is-everywhere-ideas-arent/ Thu, 06 Aug 2026 00:00:00 GMT AI has raised the baseline of good work for everyone, fast. But it can't have the idea in the first place — the businesses that stand out are the ones supplying that spark, not waiting for AI to supply it. https://shed.io/journal/i-dont-trust-ai-that-agrees-with-me/ https://shed.io/journal/i-dont-trust-ai-that-agrees-with-me/ Thu, 23 Jul 2026 00:00:00 GMT Almost a year building a consultancy with Claude as a working partner. Why an AI that only agrees isn't saving you time — it's quietly making your judgement worse. https://shed.io/journal/the-blast-beat-guide-to-brand-strategy/ https://shed.io/journal/the-blast-beat-guide-to-brand-strategy/ Wed, 01 Jul 2026 00:00:00 GMT What Napalm Death and Dolly Parton have in common — and what it means for building a brand that lasts. https://shed.io/journal/the-comfortable-danger-zone/ https://shed.io/journal/the-comfortable-danger-zone/ Fri, 01 May 2026 00:00:00 GMT What settled success can hide. The stage at which a particular kind of vulnerability sets in — and how to see it before it becomes a problem. https://shed.io/journal/what-a-brand-roadmap-actually-is/ https://shed.io/journal/what-a-brand-roadmap-actually-is/ Wed, 01 Apr 2026 00:00:00 GMT Not a vision statement. Not a set of values to frame on a wall. A clear, prioritised plan for what needs to change, what needs to stay, and in what order.