Stop trying to fix a broken business with marketing
Marketing cannot compensate for weak positioning, broken onboarding, poor UX or a product nobody actually wants.
Read the essayTatiana Kovtuna · Independent writing
Clear thinking on fintech, capital, growth and the forces shaping modern work.
Riga · 2026Marketing cannot compensate for weak positioning, broken onboarding, poor UX or a product nobody actually wants.
Read the essayEssays and notes from the field.
FinTech
Retail access transformed capital markets. But when simple interfaces conceal complex risks, democratisation can create a new kind of fragility.
03Crypto & power
What Donald Trump’s financial disclosure says about crypto income, memecoins and who really wins.
04AI & economics
The real near-term leverage of AI may be the threat of replacement rather than replacement itself.
05Money & society
A few clear numbers about global wealth—and what ‘equal opportunity’ looks like on a balance sheet.
06AI & medicine
A fertility breakthrough shows where computational scale becomes uniquely powerful—and why useful ideas travel between industries.
07Leadership
What happens when professional relationships become something deeper than results.
About the author
Complex products need clear positioning.
Tatiana Kovtuna is a FinTech strategist focused on positioning complex financial products, go-to-market strategy and investor communications.
Her work has helped raise more than €100 million from European retail investors. YOLO/WORKS brings together her independent analysis of finance, technology, risk, marketing and leadership.