Strategy

I once inherited a paid media account where the team was convinced that cutting bids across the board was the fastest way to improve profitability. They were right—sort of. We reduced spend, and CPA improved, but revenue dropped and lifetime value stayed invisible. That taught me an important lesson: saving ad spend isn't just about spending less. It's about spending smarter—directing budget toward the users who actually deliver the highest...

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Why I reverse-engineer competitor go-to-market (GTM)When I audit a market, I don't start by guessing. I start by reverse-engineering the strongest players. That process turns vague intuition into concrete opportunities: missing customer segments, weak onboarding flows, replicable channel plays. Over the years I've used the same framework with startups and mid-market teams to identify 3 exploitable gaps that can be turned into fast...

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I run experiments all the time. Not because I like dashboards (I do), but because experiments are the fastest way I know to turn uncertainty into predictable revenue. If you’re running marketing tests without a clear roadmap — vague goals, no hypothesis, no revenue target — you’re wasting bandwidth. This article shows the pragmatic process I use to build a marketing experiment roadmap that ties hypotheses to revenue, timelines and...

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When I work with early-stage founders, one of the first conversations I try to have is about metrics. It’s tempting to celebrate shiny growth numbers — signups, app installs, social followers — but those “vanity metrics” often mask the health of the business. I’ve seen teams chase headline figures that look great in investor decks but don’t tell you whether the product is solving a real problem, whether customers stick, or whether...

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I run pricing experiments the way I run growth experiments: with a clear hypothesis, tight measurement, and a focus on repeatability. Over the past decade I’ve helped startups and mid-market companies test pricing moves that actually move revenue — not just vanity metrics. In this post I’ll walk you through a practical, repeatable framework for running A/B pricing tests combined with customer cohort analysis so you can learn faster and...

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When I run a 90-day growth sprint, my north star is simple: get measurable impact fast. That doesn't mean chasing short-lived spikes — it means prioritizing experiments and activities that move revenue, conversion or retention this quarter, not vanity metrics that look good in a dashboard but don't change outcomes. Over the years I’ve run these sprints with startups and midsize teams across Europe and the UK, and the pattern that works is...

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