Start here.
New? Here's what this site is and the pieces that set the tone.
Most marketing content is written by people who haven't shipped a campaign in years. The advice gets sanded down, the case studies get cherry-picked, and somehow every blog post ends with "book a call." This site is the opposite of that.
It's one person — me — writing about marketing the way I'd talk about it at the bar after a conference. Specific. Sometimes wrong. Always real. I name brands, I show the numbers, and I tell you what bombed before I tell you what worked.
If you're a working marketer, a founder doing your own marketing, or anyone who's tired of being sold a framework, you're in the right place. Five pieces that'll tell you whether the rest of the site is for you:
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I spent £2,000 of a client's money on Facebook Ads they didn't need
If you only read one piece, read this one. It's the kind of post-mortem most marketers never publish — what went wrong with a paid social campaign, and what £2,000 of mistakes actually looks like in a Facebook Ads dashboard.
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Stop A/B testing your button colours
A short, sharp argument about something almost every team gets wrong. If you've ever felt vaguely guilty about not running more A/B tests, this is for you.
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What running SEO for a small business actually looks like
Strategy decks lie. This is what an SEO engagement actually looks like week to week — the spreadsheets, the calls, the slow grind. The opposite of an 'ultimate guide.'
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The marketing tools I actually use vs. the ones I recommend
The honest gap between what shows up on 'best tools' lists and what's actually open in my browser tabs. Tells you a lot about how this site thinks.
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How Notion's landing page actually converts (a breakdown)
A long, annotated breakdown of a real, well-known landing page. If breakdowns are your thing, start here.
When you're done with those, the articles index has everything else, sortable by type. Or read the about page if you want to know more about who's behind this.