About

The standard marketing playbook for "getting your message out there" in 2025 looks something like this:
- Hire a PR firm that promises "relationships with key media"
- Pay for some social media management
- Create content that "drives engagement"
- Measure meaningless metrics
- Repeat until budget runs out
This worked fine in a world where attention operated according to predictable rules. Write press release -> Send to journalists -> Get coverage -> Audience pays attention. But that world died somewhere between the rise of TikTok and the collapse of traditional media business models.
The new landscape is much stranger. Attention flows through complex networks that don't respect traditional hierarchies. Trust has become increasingly scarce and increasingly valuable. And the gap between "reach" and "influence" has never been wider.
The Marketing Lab Model
What if instead of playing the old game better, we built new systems entirely?
That's what Signalvs (pronounced "signal versus") is attempting. We're building three interlocking systems:
- Strategic messaging and crisis communications - but not the kind that produces robotic press releases. Instead, we're building frameworks that help organizations maintain message coherence under pressure. Think less "crisis PR" and more "message architecture that doesn't shatter when reality hits it."
- Content development and publishing - but not endless blog posts optimized for algorithms. We're building editorial systems and custom properties that treat readers as intelligent pattern-recognizers rather than metrics to be gamed.
- Media innovation - real experimentation with formats, platforms, and models. Not "innovation theater" that chases trends, but practical development of new tools and formats that solve real problems.
The obvious objection is: "This sounds like consultant-speak for 'we do everything and nothing.'" Fair. The business graveyard is full of companies that tried to be everything to everyone.
But there's an interesting counter-example: the original Bell Labs. Not the modern corporate R&D center, but the 1925-1975 version that invented the transistor, laser, solar cell, and Unix while also operating a monopolistic telephone company.
The key insight: they combined practical engineering problems (how do we make phone systems work better?) with theoretical research (what are the fundamental limits of information transmission?) in a way that created compounding advantages. Each practical solution informed the theoretical work, which in turn led to better practical solutions.
That's the model we're attempting to replicate, just at a much smaller scale and in a different domain. Each client project informs our media innovation work, which improves our frameworks, which makes client work more effective.
The Anti-Pitch
This isn't for everyone. In fact, it's probably not for most organizations. If you need conventional marketing, PR or social media management, I'll be the first to tell you we're not the right partner. We're looking for organizations that:
- Need sophisticated systems for spreading complex ideas
- Understand that influence can't be manufactured, only architected
- Want to build lasting signal, not temporary noise
We're taking a maximum of five clients at a time. No fancy pitch decks, no endless meetings about meetings, no corporate theater. Just direct collaboration on building systems that matter.
We maintain clear boundaries to ensure focus:
- No social media management
- No PR outreach or pitching
- No visual design services
- No video production
- No event management
Why Now?
Because the convergence of three trends has created a unique opportunity:
- The collapse of traditional gatekeepers has created a vacuum in how ideas spread
- The rise of AI has made conventional content creation increasingly worthless
- The fragmentation of attention has made genuine signal increasingly valuable
The world is getting louder. The need for real signal - for systems that help important ideas cut through the noise - isn't just growing, it's becoming existential.
That's what we're building. If this resonates, you know where to find us.