BLOG · OBSERVE
The terrain, drawn honestly.
Essays rather than listicles. Each piece takes one structural shift, names what it replaces, and connects to a framework you can go and read. No trend-chasing, and no hacks.
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There is a CRM; if nobody uses it, there isn’t
The licence was bought; the sales team works from their phones. The seventh leak point: recording discipline and a single source of truth.
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If you don’t know where the lead came from, the budget is allocated blind
When the source is unknown, the loudest channel gets the most budget. The sixth leak point and a check you can run without UTMs.
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If “how many leads” gets “I don’t know”, nothing else can be discussed
If the lead count is unknown, cost per lead, conversion rate and agency performance are unknown too. The fifth leak point and the simplest check.
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One channel learns from one channel
One channel is risky, four channels are scattered. It’s not the count; it’s what moves the budget between them. The fourth leak point.
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If the ad goes to the homepage, the visitor is left at the door
If the page doesn’t say what the ad promised, the click is wasted. The third leak point and a one-glance check.
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The pixel is there, the conversions aren’t: the ads run blind
A pixel that only counts page views teaches the ad platform who clicks, not who buys. The second leak point and a five-minute check.
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If the budget is spent until it runs out, there is no target
If a ROAS or acquisition-cost target isn’t written down, the budget is spent “until it runs out”. The first leak point and a one-question check.
Fifteen pieces, fifteen leaks on the path to sale. The five-minute Quick Scan asks about most of these topics and returns your score in four areas. The Full Assessment is the full form of the same model, with 32 to 46 questions.
FOUR PILLARS
Where the writing sits.
NEWSLETTER
Field Notes.
One observation, one anonymized case fragment, one question — on a two-week cadence. Two minutes to read, longer to think about.