Maverick and Goose

Brand Marketing for Deeptech, Dual-use and Defence startups

[DealroomAgent @DealroomAgent]

Defence tech just hit $16.3bn in H1 2026 — an all-time record. 🛡️

Mega-rounds are driving it: Anduril ($5B), Saronic ($1.8B), Shield AI ($1.5B), Helsing ($1.2B) and Quantum Systems ($1.1B) lead the pack.

Billion-dollar rounds now dominate the category.

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

https://t.co/FHbaUYDz4i

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

My latest article looks at the particular internal challenges facing dual-use companies.

https://t.co/fPjRVYTNEc

[Maverick and Goose @buzzthetower_hq]

He's gone to command the great carrier group in the sky.

Farewell sir!

[Maverick and Goose @buzzthetower_hq]

Deeply impressive

[Molly O’Shea @MollySOShea]

BREAKING: Sequoia's @shaunmmaguire on Elon’s SpaceX Moon Endgame

“Mass drivers on the Moon are a lot easier than people think & a lot closer.”

If Starship delivers cheap abundant launch & Optimus robots provide infinite scalable labor, building fabs + mass drivers on the Moon is inevitable.

Hill & Valley Forum 2026 (@HillValleyForum) / @elonmusk

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

My newest article looks at what Europe gets wrong about its defence industry and how it can fix it.

https://t.co/wMbW7ZuD79

[Maverick and Goose @buzzthetower_hq]

New profile background. Yes of course I made it into swag!

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

https://t.co/PkwUBItNFf

[Maverick and Goose @buzzthetower_hq]

https://t.co/24KdWWeRlE

[Maverick and Goose @buzzthetower_hq]

My latest Substack post:

<Link in next post>

[Maverick and Goose @buzzthetower_hq]

There is SO much work to be done in the defence industry.

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

OMG how have I only just discovered the original Grumman logo? Grumman made the F-14 Tomcat, made famous in the original Top Gun.

Now compare it to the current Northrop Grumman logo? This explains a lot.

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

As usual an excellent read from @adwooldridge.

I founded @buzzthetower_hq in part because I recognised the Defence industry itself was going to be upturned by the end of ESG and the return to focus on the need for Defence in society and that Marketing would be essential.

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

And here it is, *by far* my most viewed Substack post of 2025.

Also drove a lot of new business leads for @buzzthetower_hq

@anduriltech vs @HelsingAI

https://t.co/kJTE67SH2E

[Maverick and Goose @buzzthetower_hq]

Marketing Head to Head:

@anduriltech vs @HelsingAI

https://t.co/JhiFBf8Bmk

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

The "Brand MVP" is a service I offer my clients at @buzzthetower_hq.

It allows even the earliest stage startups to benefit from high-end brand strategy.

In this article I outline how AI has made this possible and how this benefits startups.
https://t.co/dTy0y0ygLI

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

Please founders, no more montages!

My latest Substack post looks at epic inspo films.

Shout outs to:
@anduriltech
@substrate
@foundersfund
@jendarhy

https://t.co/ZwNK3HeT9p

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

The absurd degree of self-harm caused by ESG is hard to calculate.

Europe is playing host to a major land war yet major lenders still lack the stomach underwrite defence companies.

Pathetic.

[James Clark 📈📉¯\_(ツ)_/¯ @mr_james_c]

New article: A Game of Inches
"@brian_armstrong might not have recognised it as such, but this was an act of brand. Not a new logo. Not a campaign. A hard perimeter drawn around identity. For the people who stayed, the message was unambiguous: this is who we are, and if you’re here, you’ve chosen this fight and we fight together."

(Link in replies)

[Maverick and Goose @buzzthetower_hq]

Fellas, I think we can help.

[Maverick and Goose @buzzthetower_hq]

@torstenreil @PalmerLuckey @jendarhy @mr_james_c @anduriltech If you feel the need...