Dorian David — Notes https://doriandavid.com/notes/ Short essays on marketing, data, and strategy by Dorian David. en-us dorianrdavid@outlook.com (Dorian David) You can't copy-paste a market https://doriandavid.com/notes/kleya-coffee/ https://doriandavid.com/notes/kleya-coffee/ Fri, 15 May 2026 09:00:00 -0400 When a store underperforms, the laziest diagnosis is "nobody wants it." Why I treated a struggling coffee shop as a research problem instead — and let the secondary data kill the easy story. What 2,200 messy records taught me about segmentation https://doriandavid.com/notes/crm-segmentation/ https://doriandavid.com/notes/crm-segmentation/ Sun, 12 Apr 2026 09:00:00 -0400 Everyone wants better targeting. Almost nobody wants to do the unglamorous work that makes targeting possible — what cleaning a CRM by hand taught me about where strategy actually starts. Why I size the market before I pitch the positioning https://doriandavid.com/notes/market-sizing/ https://doriandavid.com/notes/market-sizing/ Sun, 08 Mar 2026 09:00:00 -0500 A great positioning statement built on a market that doesn't exist is just a nice sentence. Sizing first keeps the strategy honest. Local doesn't scale — and that's the strategy https://doriandavid.com/notes/local-doesnt-scale/ https://doriandavid.com/notes/local-doesnt-scale/ Sun, 15 Feb 2026 09:00:00 -0500 The thing customers love about a small brand is often the exact thing that makes it hard to grow. Resolving that tension is where the real plan lives.