Essays, frameworks, and notes on the work we do — brand, web, content, search, and the long view of partnering with founders. Published when we have something to say, not on a schedule.
All articles
Most founders arrive at our studio asking for a new website. About half of them are asking for the wrong thing — and not because they're wrong about wanting something better.
The practical things we ship for our clients to show up inside answer engines — and the ones we've decided to skip. Updated quarterly as the engines change.
The math behind keeping a studio small, and the quiet trade-offs that come with growing one — written for any founder considering the same question.
Blended CAC is a vanity number disguised as a financial control. The four CACs we actually report — and why your CFO will thank you for asking about them instead.
Working with founder-led brands is different from working with hired CMOs. Both are good. Just different. A note on which conversations we keep saying yes to, and why.
Older notes
A quiet newsletter
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