Field notes on growth architecture, measurement, and building marketing orgs that compound, from the team in the work.
Customer evaluation scores customers by predicted value, not aggregate cost. See the four business-model archetypes behind pLTV and value-based bidding.
Routing intelligence is the decision layer that coordinates acquisition, onboarding, sales, and lifecycle against one financial outcome. How to build it.
Brandformance aligns brand and performance marketing on one business objective. How last-click attribution triggers the Doom Loop, and how to exit it.
The three pillars of growth marketing are cost, customers, and customer value. Why every AI-era optimization decision still traces back to these three.
Don Norman's Design of Everyday Things reframes why cost per lead and ROAS were never the real goal. What marketing metrics should measure now.
Matt Russell on the physics of growth marketing: why customer value is skewed, why data isn't insight, and how to find your growth equation's…
The Great Decoupling separates search volume from distributable clicks. What Google's 2026 commerce shift means for lead generation economics and valuations.