The most expensive thirty seconds in America comes with a price tag anyone can look up. Yours does not. That is a choice, and it costs more than you think. NBCUniversal sold out every commercial slot for Super Bowl LX in September 2025, before the regular season kicked off and months before anyone knew Seattle…
What bootstrapper survey data says small founders spend on marketing, what it returns, and the habits that lead to a ghost town. Ten thousand dollars feels like a fortune until you open a Google Ads account. Then it feels like a tip jar. Most founders spend their first ten grand the way a teenager spends…
When Meta ads earn their keep in B2B, what the creative must survive, what it costs, and the four-week test that tells you to quit. Part One: The Objection, and Why It Is Half Right 1. “My buyers are on LinkedIn during work hours, not scrolling Instagram at 9 p.m.” Doesn’t that settle it? Continue…
How to be standing there when somebody else’s business ends, and how not to become the ghoul everyone in the industry remembers. 1. What is “distribution by obituary”? Building your demand capture around other people’s endings instead of around your own content calendar. A competitor gets acquired and the acquirer kills the product. A vendor…
The distribution decision consumer goods settled in 1920 and professional services has never once put on the agenda. A Q&A, with the arithmetic done out loud. 1. What does “selling wholesale” mean if I don’t sell soap? You stop buying access to buyers and start buying access to the few people buyers already obey. Consumer…
An honest triage note, including the sentence to say when the true answer is nine months. Somewhere right now a marketing leader is walking out of a board meeting with a pipeline number and six weeks to produce it. This is a field guide for that person, in questions and answers, with the receipts attached.…
Why your spreadsheet will outlive your job, your company, and your byline, and what a 1982 home computer already knew about it An article gets read once. A spreadsheet gets saved, renamed, emailed to a colleague, uploaded to a shared drive, and opened again in 2031 by somebody who has never heard of you but…