Blog

Thinking in public

MEDIA BUYING · 9 MIN

TikTok and Meta aren't the same game: why the same creative fails on both

Cross-posting the same ad to both platforms and expecting comparable results is one of the most common, most avoidable mistakes in paid social.

SEO · 6 MIN

The line between a legitimate programmatic content strategy and thin, spammy pages at scale is thinner than most pitches admit.

AI CONSULTANCY · 9 MIN

Most vendor evaluations focus on features. The questions that predict whether the tool survives year two are somewhere else entirely.

AI AUTOMATION · 8 MIN

The instinct is to automate what customers see first. The safer, faster path to trust runs the other way.

WEB DEVELOPMENT · 7 MIN

A site launched in perfect health rarely stays that way. The decay is predictable, and mostly preventable, if anyone's watching for it.

MEDIA BUYING · 6 MIN

Ad fatigue is real, but the instinct to cap frequency aggressively costs more accounts money than it saves.

SEO · 7 MIN

Most backlink audits count links. The useful version asks which ones are actually a liability, which is a much shorter list.

AI CONSULTANCY · 9 MIN

The technical build is rarely what determines whether an AI project succeeds. Adoption is, and adoption is a people problem.

AI AUTOMATION · 7 MIN

This gets decided by default, usually toward whichever the tool made easier, and it quietly determines how much the automation will fail.

WEB DEVELOPMENT · 9 MIN

This choice gets made once, quietly, early in a project, and then determines how much every future change costs for years.

Next step

A 30-minute discovery call. You bring the numbers, I'll bring the questions. If I'm not the right fit, I'll tell you who is.