Jo’s Journal

The Quiet Coup: How an Advertising Blueprint Buried Marketing

The Quiet Coup: How an Advertising Blueprint Buried Marketing

The Quiet Coup: How an Advertising Blueprint Buried MarketingJo Starling
Published on: 15/07/2026

An 1898 advertising formula got mistaken for a marketing strategy — then sold to millions as one. Here's the 120-year history, dates included.

funnel vs arc
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The Funnel Is Older Than The Aeroplane. No Wonder It Doesn't Fly!

The Funnel Is Older Than The Aeroplane. No Wonder It Doesn't Fly!

The Funnel Is Older Than The Aeroplane. No Wonder It Doesn't Fly!Jo Starling
Published on: 13/07/2026

Does selling make you feel icky, even though you know it isn't wrong? For contribution-inspired founders, that's the funnel talking — not you.

funnel vs arc
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You Can’t Hook a Wave

You Can’t Hook a Wave

You Can’t Hook a WaveJo Starling
Published on: 09/06/2026

Stop mistaking noise for signal. Learn to tell the difference between a wave on your line and a real bite — before your ego spends what your business can’t afford.

from the waters edge
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