Field notes
How we think, in the open.
The frameworks and opinions we run on — no gated PDFs, no fluff. Read them, then decide if we're the ones.
Why most marketing budgets miss — and how to aim them
The two variables that decide whether marketing spend compounds into growth or quietly evaporates into activity.
6 min read · Read → AgenciesThe busy-machine trap
The most dangerous marketing setup isn't the one failing loudly — it's the one that looks like it's working.
6 min read · Read → AIAI that ships vs. AI that demos
Most AI pilots die impressive. The difference between a demo and a system that pays off isn't the model.
6 min read · Read →Rather talk it through?
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