Long-form thinking,
written by operators.
We write because we have to think, and we publish because we think it might be useful. Essays as record of how we approach the work — not blog posts as content marketing. No 400-word listicles, no SEO filler. Things you might actually want to read.
Recent essays.
Scaling ecommerce ads past $100k a month: what changes.
At $100k a month in spend, the game changes: marginal CAC replaces average CAC, single channels saturate, creative becomes a production problem, and measurement becomes infrastructure.
How we scaled a global book retailer 300% without breaking ROAS.
Awesome Books came to us wanting to grow fast without sacrificing profitability, across an inventory of millions of titles and a global customer base. We grew sales 300% in six months while holding their ROAS and CPA targets. Here is how the engagement was built.
Lead gen bidding when not every lead is equal.
Cost per lead is the most seductive metric in lead generation and the most dangerous. Optimize to it and the algorithm learns to find people who fill in forms, not people who buy. The way out is closing the loop between the CRM and the ad platform.
You are buying pipeline, not leads.
Optimizing lead gen to CPL is how you fill a CRM with people who will never buy anything. The feedback loop, bidding setup, and reporting structure that aim spend at pipeline instead.
The SaaS paid acquisition playbook.
Long sales cycles, recurring revenue, and a form fill that means nothing by itself: why SaaS paid acquisition needs its own playbook, and the channel sequence that actually compounds.
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