Measurement · 8 min read
ROAS is not ROI, and the difference costs money
Platform dashboards flatter themselves. A working method for attributing revenue when ROAS says one thing and the business says another.
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Positioning · 6 min read
Positioning is a decision, not a slogan
Most launches fail before the creative brief exists. How to tell whether your positioning is settled, and what it costs when it isn't.
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Market entry · 5 min read
Trust the signal, not the brief
A client asked for France. The pipeline said Italy. What market entry data looks like when it disagrees with the plan.
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