Adwave puts a local shop on television. Its homepage leads with Google and Meta.

Every day we run one project building in public through Hivemind, the strategy engine Myosin uses with clients. Today: Adwave (adwave.com), a platform that turns your website into live ad campaigns.

Start with the thing you do that almost nobody else can, because it is buried on your own page. Adwave lets a local business run a real streaming-TV ad in minutes, from nothing but its website URL. That is remarkable. Television has spent decades locked behind upfront negotiations, six-figure minimums, agency retainers, and media buyers, and you handed a neighborhood gym the ability to air a TV ad tonight. Then your homepage opens with "from your website to live ad campaigns on TV, Google, and Meta in minutes," which lists all three channels as equals and files you next to every AI ad-creative tool on the market.

Here is the tension in one sentence: the one thing nobody else can do is hidden behind the one thing everyone can do. Self-serve streaming TV for the small business is a category nobody owns. AI-generated Google and Meta ads are a commodity with a thousand sellers. By putting them side by side in your headline, you spend your scarcest asset, distinctiveness, to buy a seat in the most crowded room in software.

The lens is own the enemy, and the enemy is not AdCreative or Meta's own ad tools. It is the idea that TV was built to exclude you: the whole legacy stack of minimums and gatekeepers that told every small business owner, for decades, that television was not for them. That message got so deep that most owners never even considered TV, they do not know they were locked out, because nobody ever told them there was a door. Your tribe is the local business that has always been told to "just run some Facebook ads." Your prophecy is that the line between small-business marketing and real advertising is gone, and it is not coming back. Your job is to make that wall visible and hand people a sledgehammer. Three moves.

Move 1: Rewrite the homepage around one claim. "On TV, Google, and Meta" turns your miracle into a feature list. Strip Google and Meta out of the hero and lead with the transformation only you deliver, something in the territory of "Your website. A real TV ad. Running tonight." Google and Meta drop to a single line further down, "plus Google, Meta, and the web," the bonus, not the pitch. This week, draft three hero versions and run each through one test: write the headline a journalist would publish about Adwave, and if that headline mentions Google or Meta, the positioning is still wrong.

Move 2: Kill the dual name. Adwave is the company, Waverunner is the product, and the two of them split every referral, every search query, every word-of-mouth mention, and every piece of press. Two names is not a naming strategy, it is a leak. This week, make the call, pick one, and consolidate every touchpoint behind it: homepage, meta titles, ad accounts, social handles, the deck. A young brand cannot afford to build awareness for two things that mean the same thing.

Move 3: Get five local businesses live on streaming TV and make that your entire marketing engine. The proof is not a demo reel, it is a real HVAC company, a neighborhood restaurant, a boutique gym, each with a real ad running on real streaming inventory, and their reaction on film. That content sells the impossible thing better than any feature list. This week, find five existing users willing to go live at little or no cost, offer to cover the first bit of media spend in exchange for a filmed case study, and set one goal: five live streaming-TV ads from five different local businesses inside thirty days.

One honest risk, and it is the one that sets your clock: if streaming inventory becomes a commodity and Google or Meta ship self-serve TV placements inside their own platforms, your wedge collapses from a moat into a feature. Meta is already testing connected-TV placements, and Google owns YouTube, so the window to own this position is real but not permanent. The hedge is that your defensibility was never the inventory, it is the workflow and the association: URL to a live multi-channel campaign in minutes, with TV as the anchor. If "Adwave means TV ads for small business" is planted in enough heads before the giants arrive, you keep the category mental real estate even after they enter. Speed is the hedge, and every month spent buried inside a three-channel commodity pitch is a month the window closes.

And the forcing question, the one to answer before you rewrite a word: is streaming TV actually what your customers ask for, or is it just what makes you sound different in a pitch deck? If your users would trade the TV placement for a higher-performing Meta ad set, then leading with TV is a positioning move that fights your own demand, and you need to know that first. Ask ten customers which channel they would keep if they could keep only one. Their answer decides the whole page.

To Adwave: you built a door in a wall that has stood for fifty years, and then you described it as one of three doors, two of which everyone already has. Lead with the one only you can open. Put the small business on television, make that your whole first screen, and let Google and Meta be the pleasant footnote underneath the thing that actually stops people cold.

Anyone else want their project run through the same lens? Reply with a link.