Research on how people move toward decisions: Buyer’s Journey, JTBD, customer research, interviews, OSINT, desired outcomes, trust, barriers, and the signals that shape strategy, offers, and content.
Year: 7, Month: 5, Week: 2, Day: 1 This whole story started with a perfectly ordinary household task — and somehow, I ended up getting paid too. I needed a cordless drill, so I messaged Tools 4 Rent again.(This takes place in Georgia, and the owner is Russian-speaking.) The website listed an address in Tbilisi. […]
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Year: 7, Month: 2, Week: 4, Day: 7 For How To Wine, these two leads are a major breakthrough. Up to this point, the brand had only been actively promoting and selling B2C events. There was at least some working skeleton there: how to think about the product, how to present it, how to talk […]
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Case Summary We were hired to lower Instagram follower acquisition costs and improve downstream conversion into OnlyFans. The project quickly evolved into a harder question: could paid acquisition help us identify higher-value fans instead of simply bringing in cheap followers? Across 27 Meta launches, we spent $293.25 and acquired 760 Instagram followers at a median […]
Read moreLet’s talk about the elephant in the room. About the natural selection of the free market. This idea did not come to me immediately. For quite a long time I was looking at what was happening in a very simplified way. I’m sharing this observation mainly for colleagues in the field — marketers, traffic managers, […]
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Year: 5, Month: 3, Week: 3, Day: 6 We got leads from the first launch, and for a moment it felt like legal services were a walk in the park. Someone will tell me it isn’t. You need a working brain and steady hands to set up ads. I agree. Still, the main trick often […]
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Year: 5, Month: 2, Week: 2, Day: 5 We almost had a dentistry case that turned into a live lesson on how to waste time and money. The client came to us right before New Year 2024. We even moved the payment date to meet them halfway. They arrived with two landing pages. Small spoiler: […]
Read moreSometimes, when I critique businesses and business owners — our clients — it may come across as if I think I’m smarter than everyone else.As if I know better.As if I’m delivering the raw, uncomfortable truth of marketing. But the truth is simpler than that. The client — whether they are a founder, a business […]
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About the project “Russian software vendor, RPA technology”: promoting an RPA software-robot platform Due to an NDA (non-disclosure agreement) and approvals for publishing this case, we had to blur and slightly modify some screenshots, and replace the real name with the one agreed with the company. “Over 8 months, or 1,620 person-hours (almost a full […]
Read moreSydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]
Read moreWhen you want to make a simply decent choice, you ask people you know. When you want to make the best one, you go deep — you dig with your own hands, research, compare. Word of mouth isn’t really a decision tool. It’s a way to avoid deciding. This spring we puffed up a bit […]
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