Craft Grow is a Seattle-based consultancy run by Josh Malczyk for consumer brands that need strategy and execution from the same person: positioning, digital architecture, go-to-market, and the systems that make them run.

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Brand Strategy
Digital Architecture
Marketing
Product Commercialization

Welcome to the Craft Grow blog

This is where I'll write about brand strategy and the systems that make it run, and where every newsletter and longer social post will link back to.

By Josh Malczyk · Published October 6, 2026

The Craft Grow mark beside a stitched line on a dark grid

I've wanted one place to put the longer version of things. A LinkedIn post has room for the conclusion; it rarely has room for how I got there, and the how is usually the useful part. So this is that place.

Who is behind Craft Grow?

Craft Grow is my consultancy, based in Seattle. I'm Josh Malczyk. The day job has been global brand leadership in consumer sports: running marketing for performance hardgoods brands across brand strategy, endemic media, film and athlete programs, retail, and performance channels. Global scope, real distribution, actual inventory to move.

The part that makes the practice unusual is the other half. The same person writing the positioning also audits the merchant feed, structures the product data, writes the product copy, and instruments the analytics. Strategy that has to answer to execution tends to be better strategy, and that is the whole reason Craft Grow exists.

What will this blog cover?

The same four things the practice does:

Brand Strategy: positioning that can be turned into a product attribute, a page title and a sales line.
Digital Architecture: feeds, taxonomy, naming and measurement, the unglamorous layer where the money usually is.
Marketing: channels, calendars and the question of where the next free hour should go.
Product Commercialization: getting a thing from idea to shelf without losing what made it good.

Expect specifics over superlatives. If a post can't name the decision it would change, it probably isn't worth your time.

How often will new posts go up?

The quarterly letter goes out from here, and shorter notes land in between whenever there's something specific worth saying. Some posts will be write-ups of real work, like the case studies; some will be the longer version of something I posted elsewhere.

Where else can you read it?

Every post lives here first. The newsletter goes to subscribers by email, and the same posts are cross-posted to Substack with a link back to the original. If you'd rather it came to you, the sign-up is at the bottom of this page. If you have a project in mind, start a conversation.

Questions

What is Craft Grow?: Craft Grow is a Seattle-based consultancy run by Josh Malczyk for consumer brands that need strategy and execution from the same person: positioning, digital architecture, go-to-market, and the systems that make them run.
How do I get new posts by email?: Sign up with the form at the end of any post. You can choose which emails you get, and how often, from the preferences link in every email.