Notes from the field · Updated September 22, 2026

Marketing for marketers, written down as we learn it.

Most of what marketers report is not what moved the business. Every page here carries its numbers with their basis, says whether we have run it on real accounts, and gets retired in public when we stop doing it.

Playbooks

Procedures. When to use it, what you need first, the steps, what to measure, where it breaks.

Notes

Dated observations from accounts. What we saw, and what it changed about how we think.

Tools

The thing itself, on the page. Run your own numbers before you talk to anyone.

Definitions

Short pages that make the rest coherent. The tightest writing on the site.