Every entry carries one of 5 topics. Each topic page gathers the experiments, teardowns, notes, playbooks, projects and media on it, whichever section they sit in.
A note on why getting noticed and getting believed are different problems, drawn from the pattern of conversations with small-business owners.
A first look at why young consumer brands converge on the same fonts, colours and tone, and what that sameness might be optimising for.
A planned short video that walks through the objection-led landing page experiment, from the question to what the evidence shows.
A running experiment that rewrites one landing page around the doubts buyers actually raise, then compares the quality of enquiries before and after.
A four-step framework for moving a message from what the product is to why it matters to the buyer.
Five questions, asked in order, to find where a landing page is losing people before anyone starts redesigning it.
A planned test on my own short videos, comparing openings that ask a question with openings that make a claim.
Nothing filed under this topic yet.
A sample case study showing how a project is documented, from the problem and my part in it to what was delivered and what can honestly be claimed.
A sample teardown of a product page that makes its value clear almost at once, with what anyone can see kept apart from interpretation.
One marketing hypothesis in each issue, tested, with the evidence behind it and the limits of what it shows.
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