The
second
purchase
first.
We would rather be checked
than believed.
02 / Statement
Five disciplines.
- 01Organic search
technical fixes and content that compounds
- 02Conversion rate work
research first, then fewer and better tests
- 03Brand and positioning
the sentence a customer repeats to a friend
- 04Creative production
email, landing page and ad creative made at cadence
- 05Analytics and attribution
tracking you can defend in a board meeting
- 06Search
paid and organic run against one query set
Three rules we keep.
Misses listed first
The weekly read opens with what did not work. It is the only way the wins stay credible.
One number a quarter
Everything else is maintained, not improved. A narrower promise, and one we keep.
Everything stays in
your accounts
Transparency and control are yours. All data, campaigns and assets live in your own platforms, documented.
How a project runs.
- 01 ReadRead
A fortnight inside the data, the inbox and the checkout before we suggest anything.
- 02 FrameFrame
One number, one quarter, and the argument for why it is the right one.
- 03 BuildBuild
The programme, the creative and the measurement, in that order.
- 04 ReviewReview
A written read every cycle, with the misses listed first.
The details are the product.
The craft is in the details nobody notices until they are missing. We hold the same standard for a paid social frame as for a landing page.
Writing.
- APR 17, 2026Why most lifecycle audits find the same four thingsAnd why the order you fix them in matters more than the list.
- JAN 20, 2026The second purchase is the whole gameWhy first-order economics mislead almost everyone.
- APR 24, 2026What a good weekly read looks likeOne page, four numbers, and the misses listed first.
- OCT 08, 2025Segmentation past the obviousWhen splitting the list stops paying and what to do instead.
Questions.
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about
the work.
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