Picks and Shovels: tech marketing for the AI era.
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Technical marketing is what happens when your buyer is technical. In 2026, every buyer is becoming technical. APIs, configs, and agentic interfaces mean the principles of developer marketing now apply to all marketing.
Read the postA lightweight agent system that runs on my Mac, reuses every MCP server and skill I've built up in Claude Code, and gives me guardrails I actually trust. Here's what it does and how it's built.
Read the postBuilding your own meeting transcription app is a great learning exercise. It is also a terrible financial decision.
Read the postEveryone thinks AI makes marketing cheaper. I think it makes the gap between great marketing and bad marketing permanent. I am willing to bet my career on this.
Read the postMost lifecycle emails for developer products are spam with better targeting. The fix is behavioral triggers, not better copy.
Read the postI published the book in 2025. If I were adding one chapter today, it would be called Marketing to AI Agents. Here are the three ideas I would put inside it.
Read the postI turned my book on developer marketing into Agent Skills. Now Claude can apply the frameworks directly to your product launches, positioning, and GTM strategy.
Read the postAI agents can read your docs, evaluate your capabilities, and match you to customer needs without a positioning statement. So does positioning still matter? The answer changed my thinking.
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