Work that
reads like
the
product.

01 MARKETPLACE 02 PAID 03 CONTENT 04 BRAND

We work with a small number of consumer brands at a time, and we publish the method rather than the mythology.

[email protected]

We would rather be checked
than believed.

02 / Statement
01 MARKETPLACE GROWTH02 PAID MEDIA03 CONTENT STRATEGY
04 BRAND AND POSITIONING05 SEARCH06 SOCIAL

Four disciplines.

  1. 01
    Marketplace growth

    catalogue, content and ads on the channels that pay

  2. 02
    Paid media

    spend shaped by contribution margin, not by reach

  3. 03
    Content strategy

    fewer pieces, each with a job to do

  4. 04
    Brand and positioning

    the sentence a customer repeats to a friend

  5. 05
    Search

  6. 06
    Social

Notes on each discipline further down
4Disciplines
4Engagements at a time
2WReview cycle
3DFirst read

Three rules we keep.

01

Misses listed first

The weekly read opens with what did not work. It is the only way the wins stay credible.

02

Fewer, larger tests

Focus beats volume. We would rather run three experiments that can be read than twelve that cannot.

03

Evidence before
opinion

Data dictates the strategy. We analyse before we assume, so every decision rests on something you can check.

How a project runs.

  1. 01 BaselineBaseline

    Agree what is currently true, and how we will know it changed.

  2. 02 ShortlistShortlist

    Pick the smallest set of changes that could move the number.

  3. 03 RunRun

    Ship them properly, one at a time, with the tracking checked first.

  4. 04 RecordRecord

    Write down what happened, including the parts that did not work.

The details are the product.

Figure 1. Linen edge, hand-folded. Natural fibre. Figure 2. Ceramic glaze, matte. Wheel-thrown.

The craft is in the details nobody notices until they are missing. We hold the same standard for a landing page as for a printed piece.

Writing.

  • JUL 09, 2026Why most lifecycle audits find the same four thingsAnd why the order you fix them in matters more than the list.
  • JUN 10, 2026A measurement baseline you can actually reproduceWhat to write down before you change anything.
  • JUL 04, 2026The case against the testing backlogFewer, larger, pre-registered experiments beat a long queue of small ones.
  • SEP 27, 2025Segmentation past the obviousWhen splitting the list stops paying and what to do instead.

Questions.

01    How quickly does this start showing up?

Measurement changes land in the first fortnight. Programme changes take a quarter to read honestly, and anyone promising faster is reading noise.

02    Do you work with our existing team?

Usually. Most of the useful work is unblocking people who already know what to do.

03    What do you need from us to start?

Read access to the data, the sending platform and the store. Nothing else until we have looked.

04    Who actually does the work?

The person you spoke to. There is no handover to a junior team.

05    How do you price?

By scope, agreed up front. No percentage of spend, because it pays us to spend more.

Tell us
about
the work.

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