Rob Kaminski

Professional, expert, and B2B-focused, but delivered in a conversational, very human voice.

Tone is direct, confident, and slightly opinionated without being arrogant.

Strongly didactic: the primary goal is to teach and reframe how the reader thinks.

Feels like a seasoned operator talking to peers, not like a marketer writing copy.

The style is methodical and structured, but the surface-level delivery feels casual and easy to read.

Semi-formal conversational: blends business jargon (GTM, positioning, ICP, TAM, category, incumbents) with everyday casual phrasing (“so what?”, “good luck with that”, “both are brutal”, “what went wrong?”, “ahh yeah”, “yo!”).

Uses humor sparingly but effectively, often dry or sarcastic (e.g., the CEO retreat script, “F*** if I know, but I'm going to get another beer”).

Occasionally uses mild profanity for emphasis or realism (“F* if I know”, implied swears like “F*” with asterisks).

Uses exasperated or emphatic constructions in all caps or multiple punctuation marks: “DO YOU SEE THE PROBLEM!?!!?”, “VERY fragmented market.”

Medium-to-high energy but controlled.

The rhythm is punchy and forward-moving, with many short lines and fragment sentences to create momentum.

Serious underlying content (strategy, failure risks) combined with approachable pacing and light bits of humor.

Frequent use of rhetorical questions, often followed immediately by the answer.

Heavy use of contrast structures: X vs Y, “If you do this… it leads to…”, “Both are hard. You can’t avoid the hard, but you can choose which kind of hard…”

Frequent use of analogy/metaphor frameworks (e.g., “Positioning is like a game of musical chairs.”).

Strong reliance on lists, sequences, and stepwise chains (“which leads to… which leads to…”).

Frequent direct audience engagement and explicit reasoning (“Here’s how…”, “Here is how the rest of the conversation went:”).

Uses parentheses for side comments, humor, or meta-commentary (“(because the majority of the work is…)”, “(explains tweak)”, “h/t Tas Bober”).

First-person singular (“I share this because…”, “I call Anthony…”).

First-person plural “we” (both as Fletch the company and inclusive “we marketers/founders”).

Second-person “you” when instructing or warning founders (“You expand your target…”, “You need to talk about your product.”).

The default vantage point is: expert advisor (“Me”) speaking to founders/marketers as peers.

Commands: “Build your go-to-market plan around your positioning.”, “Take a seat in the #1 chair.”, “Remember…”

Softer guidance: “They’d be far better off being clear on the problem they solve…”, “These are usually better markets for founders with stronger sales and marketing skillsets.”