LOG-00Field notes
Reports from the field.
Playbooks, postmortems, and what's working right now.
May 25, 20261 min read
Welcome to the field.
Why we built KDA — and what 'outcomes, not outputs' actually means when the lights are on.
May 20, 20261 min read
Retention is the ad spend you can't see.
Most brands pour money into acquisition and call retention 'an email tool.' That's how you bleed out at scale.
May 15, 20261 min read
The brand film is the loss leader.
Stop trying to make the hero video sell. Make it earn the right to sell.
May 10, 20262 min read
Creative testing beats creative briefs.
Stop arguing about which ad is best. Ship six, kill four, and let the platform tell you what it wants.