Field notes.
Short essays on paid media, growth and AI. Strong opinions, loosely held.
Paid media needs an operating system
Most accounts are a pile of campaigns. Here’s what a system looks like instead.
14 Jul 2026 · 6 minAI changes demand gen
Not by replacing marketers. By making tests so cheap that learning speed becomes the moat.
2 Jun 2026 · 7 minBuilding growth systems
Treat growth as inputs and outputs, not a list of tactics.
21 Apr 2026 · 6 minOptimize revenue, not clicks
The metrics most teams chase sit several steps away from revenue.
9 Mar 2026 · 5 min