There is a version of a proposal that most service businesses send. It is polished. It outlines the scope. It makes confident promises without being too specific. It gives the client something impressive to look at without telling them anything that might create friction. We sent the other kind. “The safe proposal protects you from […]

We want to be clear about something before this post starts: we use AI. Constantly. It is part of how we work and we believe it makes our output better and faster when it’s used correctly. Correctly being the operative word. We ran an experiment in which we gave AI the full brief, the brand […]

We ran paid ads. They worked reasonably well. Traffic was up. Leads were coming in. It was easy to look at the dashboard and feel like the marketing was doing something. So we turned it off. Not because we had a problem with paid ads. Because we had a hypothesis: we didn’t actually know how […]