Research and field notes on growth as a system: measurable improvement, HADI experiments, stability, growth loops, diagnostics, lead quality, and the difference between a spike and sustainable growth.
Year: 5, Month: 4, Week: 1, Day: 2 Six leads again for migration lawyers — and they appeared only after what we called a “failed launch” of audience tests. What was the point? We realised we hit the target from the start. Luck played a role. Law is a domain where people can move fast […]
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Year: 3, Month: 9, Week: 1, Day: 2 In the middle of winter 2023, a client from our recurring management projects gave us a boss-level task: they wanted 3,000 subscribers per month instead of 1,000, while keeping the same price we had been hitting for four months straight: RUB 70 per subscriber on average. We […]
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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 moreThere are business processes that are convenient.And there are business processes that are effective.Quite often, they are not the same thing. Take a simple example. Clients love sending voice messages. It’s convenient.You’re walking down the street, a thought pops up — you pull out your phone, record a message, send it. Done. It feels fast, […]
Read moreEverything comes down to the “emergence” — the way two situations become real at the same time: A client who keeps finding money to keep going, all the way to the end. A contractor who keeps grinding and refining practice, all the way to the end. That’s it. Class dismissed. You may return to your […]
Read moreI’ll paraphrase a point Dmitry Rumyantsev has made more than once: why you shouldn’t be afraid to share your internal kitchen — and why I’m going to keep making lectures and explaining how our HADI cycle is built. The reason is implementation. You can describe a great workflow in detail. Two hours of talking. Clear […]
Read moreI have a stubborn belief: clients who don’t read our reports behave like a classic angry Pinocchio — carving their own problems with their own hands. Why? Because our report isn’t a formality. It’s a decision-making tool. And a decision made without data is like jumping with a parachute while blindfolded. Maybe you’ll get lucky. […]
Read moreI’ve had two consultations. In the first one, it was predictable: they weren’t thinking about this. In the second one… I honestly don’t even know what to say. This is, once again, about qualified leads. So I’ll repeat my “qualified lead square” just in case: In both consultations we talked about the conversion funnel: how […]
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Dear clients and executors (traffic managers, performance marketers, SMM folks), let’s try to stop this medieval bloodbath around “the creative is trash, the author is trash”. We’ll talk, specifically, about paid traffic. It’s common that the traffic manager makes the creative: the text, the image, or both. That is, the “creative”, exactly as I said. […]
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About the project in this case study Alyona Yermolina is a strong expert in her niche. She came up with both a lead magnet and an intensive course. She’s been on the market for a long time, and that’s a big part of why this case worked.At the same time, the “Adult English” project is […]
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