Professional Guesswork
What If We Spent Less?
We cut a $2 million programmatic advertising budget to $400,000. The result was not a retreat; it was a forced conversation about what actually created value.
A recurring feature
Professional Guesswork
Because sometimes the strategy is really a very educated guess. This is the part of marketing that does not make it into the conference talk.
What we tried
Experiments, budgets, and the specific moment somebody said let's just see what happens.
What happened
Campaigns that worked, campaigns that did not, and the ones where the results were genuinely ambiguous.
What I now think
Assumptions revised in public, plus a running list of trends I remain politely skeptical about.
Professional Guesswork
The Website Started Producing Revenue
A website redesign built around customer decisions instead of internal structure increased website-driven revenue by 40%. Design alone did not do that.
Professional Guesswork
More Content Is Not a Strategy
AI makes producing content easy. That is exactly why volume is no longer a strategy. The advantage now belongs to knowing what is worth saying.