Measurement
A click is not a customer
Tell attention, enquiry, and sale apart so you can see where money is actually lost.
A little understanding goes a long way
Complex concepts. Simplified.
Understand the idea. Work through the decision. Keep something useful.
Every story here is free to read. Nothing to sign up for.
What are you trying to figure out?
Start here
One idea at a time.
Each story is six to eight short pages. Read at your own pace, then leave with a takeaway you can act on or pass along.
Leave with something useful
Read it, keep it, pass it on.
Every story ends with a takeaway you can copy, and a simple way to email the read to yourself for later or send it to someone on your team with a note.
We only email what you ask us to, and every email has an unsubscribe link.
Example takeaway
Owning a site and having a site handled are different operating models, not different price tags for the same thing.
Next step: Name the person who will handle updates for the next twelve months, then choose the model that matches that answer.
Our editorial approach
Plain language, useful examples, visible sources.
Hypothetical examples are labelled as hypothetical. Stories about a Profueled service say so on the cover and on the opening page. We don't invent statistics, testimonials, or results.