Field notes from eighteen years online.
The App You Don't Need to Build
Every founder walks in wanting an app. Most of them should walk out with a website. Here's the uncomfortable math on what native development actually costs — and the three questions that reveal whether you need an app at all.
Why Your Website Is the Only Marketing Asset You Actually Own
Social platforms rent you an audience. Search engines rent you traffic. Your website is the one piece of digital real estate you actually hold the deed to — and most businesses treat it like an afterthought.
The Million-Follower Playbook: What Actually Builds an Audience
We've grown brands past a million followers and 100 million monthly views. Here's the unglamorous truth about what makes that number actually happen — and what doesn't.
SEO in 2026: What Changed, What Didn't, and What Actually Works
AI overviews, zero-click searches, and a Google that looks nothing like it did in 2008. Here's what nearly two decades in search has taught me about what still works — and what to stop wasting time on.
Why Most Paid Ads Fail (And the Three Things the Winners Do Differently)
After running ads on every platform that's existed since 2008, here's the pattern I see in every campaign that actually pays back — and the one in every campaign that doesn't.
Your Brand Isn't Your Logo. It's the Gap Between What You Promise and What You Deliver.
Everyone wants a brand. Almost nobody wants to do the unglamorous work a brand actually requires. If you think a logo refresh is going to fix it, you're about to spend a lot of money learning a hard lesson.
The Software Trap: When Custom Tools Start Costing More Than They Save
Custom software is a superpower when it's the right call and a millstone when it isn't. After nearly two decades of building and inheriting both kinds, here's the framework we use to tell which is which — before we write a single line.
The Attribution Lie: Why Your Marketing Dashboard Is Probably Wrong
Every marketing platform reports credit for the same sale. Add them up and you've allegedly made 300% of the revenue your accountant says you made. Here's how to stop trusting the dashboards and start trusting the numbers that matter.