A quick personal note on family, travel, and learning
The last two years, we’ve been lucky enough to do something I don’t take for granted. We’ve pulled our kids out of school and gone somewhere new for an extended stretch. Two years ago was Buenos Aires. Big city, energy, constant movement. Last year was Puerto Viejo. Small beach town, slower, a
Build for Your Top Fans
One of the simplest plays we believe in (and most brands ignore): build for your top fans. Not your entire audience. Not “going viral.” Just the 10–100 people who genuinely care. Here’s how we think about it: Find them Repeat customers Email openers People consistently engaging or commenting The ones excited when you drop anything
Ad Nerds: A Better Way to Measure Meta Ads for Retail
I’m going to nerd out for a second because this matters if you’re selling in retail and supporting it with paid social. When you’re running ads for direct conversions, it’s simple. You spend X, you make Y. ROAS tells the story. But retail doesn’t work like that. There’s no clean line from ad →