Notes

Short essays on the work behind the work.

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August 6, 2026
Why your CAC gets worse when you spend more, and what to do about it
Where you stop spending is a unit economics question. Whether you can spend more next quarter at the same CAC is a creative endeavor.
July 22, 2026
Sell the product, don't test the button
Under $20M in DTC revenue, a CRO program is one of the least impactful places to spend your attention. Your conversion rate is mostly a demand metric, not a site metric.
May 15, 2026
Contribution margin is a decision tool
Promos, vendors, shipping, pricing — almost every DTC decision is a contribution margin decision in disguise. Here's how to run the math.
May 12, 2026
The DTC flywheel
Channel audits can't fix a system problem. Three frameworks to diagnose DTC growth before touching the channels.