Insights

Ideas worth testing. Evidence worth keeping.

Research, teardowns, and honest analysis of marketing and lead generation. No recycled listicles. Everything with a source and a test.

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Three essays are live.

Market strategy

Strategy, written down, is worth 414% more success.

Marketers who document their strategy are 414% more likely to report success. Almost nobody does it. A written plan is the closest thing marketing has to a free upgrade.

Essay · published 07 Oct 2026 · read the full piece

Conversion

7.52% is not your conversion target. It is a map.

The average Google Ads conversion rate hides a six-times spread between industries. Your number is a score of your funnel, not an industry law.

Essay · published 07 Oct 2026 · read the full piece

Branding

Show up the same way every time. Revenue notices.

Two independent studies put consistent branding at up to 33% more revenue and 27% more very large brand effects. Consistency is a system, not a logo.

Essay · published 07 Oct 2026 · read the full piece

The standard

Zero invented numbers.

Every piece names its source and its date. If we cannot source it, we do not publish it.

Source ledger on every claim

The disciplines

Where we’ll be writing.

Craft

Demand side.

Conversion
Paid acquisition
Lead generation

Craft

Evidence side.

Creative
Analytics
Strategy

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