SHMELCO Blog

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How I think about products, positioning and launch

Breakdowns, observations and tools, no fluff, no "5 steps to success". For founders who want clarity, not another checklist.

Growthshmelco

HUMANCONTACT

offline · community · 2026

Ksenia Shmelkova · @shmelco · October 2026

The human contact market

A map of the live-contact market: phone-free events (+567% in a year), run clubs and book clubs, and the jobs of community manager and offline producer. Who makes money on what cannot be generated.

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Growthshmelco

WHERE TO FINDGROWTH LEVERS

through positioning · growth

Ksenia Shmelkova · @shmelco · May 2026

How to find business growth levers through positioning

A review of 7 positioning schools, where each works, what each misses, and how to assemble positioning into a growth management system.

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Positioningshmelco

SYSTEM, NOT WORDS

my approach · product atelier

Ksenia Shmelkova · SHMELCO · 2026

Positioning as a system, not a formulation

What positioning is not, what it is in practice, and four steps to build it into a system tied to product and economics.

Ksenia Shmelkova · @shmelco · June 2026

Zone of Genius

Not "5 steps to success", what science says about flow, why it's hard to live from your strength, and how to clear the path.

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Growthshmelco

WAITLISTAS A DRUG

growth · product · desire

Anna Maksimova · September 2026

Waitlist as a drug

The in'me velvet clip story, psychology of waiting, four scarcity schools, and the anatomy of a waitlist that actually works.

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Growthshmelco

B2CAFTERABUNDANCE

consumer · 2026 · strategy

Ksenia Shmelkova · @shmelco · September 2026

The consumer after abundance

When choice is infinite, scarcity shifts: what is missing is the ability to choose. On automation, trust, and the new logic of value.

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