Second Order

I write about companies. What works, what doesn’t, and why.

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Recent posts

You're Not a Servant. You're a Founder.

You're Not a Servant. You're a Founder.

What I Wish I Knew About Category Creation

What I Wish I Knew About Category Creation

Moats vs. Margin

Moats vs. Margin

Why SaaS Growth Stalls Quietly

Why SaaS Growth Stalls Quietly

How AI Is Rewriting the Logic of Work

How Regulation and Timing Broke a Promising Fintech

How Regulation and Timing Broke a Promising Fintech

The Vertical Farming

The Vertical Farming

How Notion builds unshakeable loyalty through community-led economics

How Notion builds unshakeable loyalty through community-led economics