JOURNAL

We apply what we read.

We write what we apply.

Notes on growth, response speed and ad math. Every claim is footnoted, every chart is built on published research. Not marketing copy — the kitchen notebook.

01

The first five minutes: response speed is half the sale

Ad budget, content, the website — all of it exists to make the message arrive. The real match starts after it does. The research is blunt: whoever replies in the first five minutes wins.

SPEED TO LEAD
June 12, 20266 min read
02

Is the ad budget coming back? Three numbers know

“We spent 60K on ads this month — was that good?” The answer isn't a feeling: CAC, LTV and payback. Set the three up properly once, and budget decisions stop being arguments.

AD MATH
June 12, 20267 min read