https://www.horsetounicorn.com Long-form essays on marketing and systems thinking for technical founders and operators. en https://www.horsetounicorn.com/articles/i-only-understood-this-ai-product https://www.horsetounicorn.com/articles/i-only-understood-this-ai-product Fri, 19 Sep 2025 00:00:00 GMT A demo on a tractor explained Cal.com’s new AI tool better than its landing page. What that says about hype, clarity, and the future of AI branding. https://www.horsetounicorn.com/articles/the-blind-box-playbook-for-founders https://www.horsetounicorn.com/articles/the-blind-box-playbook-for-founders Fri, 12 Sep 2025 00:00:00 GMT POP MART proved that people love the thrill of the unknown. In this second part of the series, we explore how blind-box mechanics in other industries and lessons we draw as founders. https://www.horsetounicorn.com/articles/the-psychology-behind-pop-marts-success https://www.horsetounicorn.com/articles/the-psychology-behind-pop-marts-success Fri, 05 Sep 2025 00:00:00 GMT POP MART turned uncertainty into a billion-dollar business. Here’s how blind boxes, Labubu and the psychology of randomness created one of the smartest recent consumer playbooks. https://www.horsetounicorn.com/articles/fix-your-squishy-headlines-talk-about https://www.horsetounicorn.com/articles/fix-your-squishy-headlines-talk-about Fri, 29 Aug 2025 00:00:00 GMT Outcomes are a hard sell. Capabilities are much easier to visualise. If you can picture it, it’s easier to buy. https://www.horsetounicorn.com/articles/beyond-demographics-a-practical-guide https://www.horsetounicorn.com/articles/beyond-demographics-a-practical-guide Fri, 22 Aug 2025 00:00:00 GMT Stop guessing who your best customers are. Systematically find the ones who need you most and make them yours. https://www.horsetounicorn.com/articles/what-the-walkman-can-teach-us-about https://www.horsetounicorn.com/articles/what-the-walkman-can-teach-us-about Fri, 15 Aug 2025 00:00:00 GMT Why your big vision might be the very thing stopping you from launching. Learn why starting with one defining feature lead to faster adoption, with lessons from the Walkman and Slack. https://www.horsetounicorn.com/articles/if-you-dont-choose-you-lose https://www.horsetounicorn.com/articles/if-you-dont-choose-you-lose Fri, 08 Aug 2025 00:00:00 GMT The hidden cost of opportunism: why serving everyone undermines your margins, operations and long-term success. https://www.horsetounicorn.com/articles/coming-soon https://www.horsetounicorn.com/articles/coming-soon Sat, 14 Jun 2025 00:00:00 GMT Weekly bite-sized lessons in systems thinking for technical founders and operators who want to turn product into traction through marketing. Practical, visual, and built from real work as a founder myself.