Made
properly,
measured
honestly.

01 ORGANIC 02 ANALYTICS 03 CREATIVE 04 CONTENT

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

We make fewer pieces,
each with a job to do.

02 / Statement
01 ORGANIC SEARCH02 ANALYTICS AND ATTRIBUTION03 CREATIVE PRODUCTION
04 CONTENT STRATEGY05 MARKETPLACE GROWTH06 SEARCH

Five disciplines.

  1. 01
    Organic search

    technical fixes and content that compounds

  2. 02
    Analytics and attribution

    tracking you can defend in a board meeting

  3. 03
    Creative production

    email, landing page and ad creative made at cadence

  4. 04
    Content strategy

    fewer pieces, each with a job to do

  5. 05
    Marketplace growth

    catalogue, content and ads on the channels that pay

  6. 06
    Search

Notes on each discipline further down
5Disciplines
5Engagements at a time
3WReview cycle
3DFirst read

Three rules we keep.

01

Fewer, larger tests

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

02

One number a quarter

Everything else is maintained, not improved. A narrower promise, and one we keep.

03

Misses listed first

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

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. Paper texture, embossed. 250gsm.

We believe in the tactile quality of every surface. The experience starts with the material and ends with the number it moved.

Writing.

  • MAY 21, 2026The case against the testing backlogFewer, larger, pre-registered experiments beat a long queue of small ones.
  • SEP 19, 2025Why most lifecycle audits find the same four thingsAnd why the order you fix them in matters more than the list.
  • OCT 13, 2025Attribution is not a tool problemMost of the disagreement is about definitions, not data.
  • JUL 04, 2026Segmentation 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    Who actually does the work?

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

03    Do you work with our existing team?

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

04    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.

05    Can you work with our current platform?

Almost certainly. Platform migrations are a last resort, not an opening move.