Book Agency Waste Audit
Book Agency Waste Audit
Untapped Profits
Untapped Profits

Dispatches for Explorers

Hard lessons on agency waste, AI-powered systems, and smarter strategic growth.
The Expensive Illusion of A/B Testing

The 360° Vision Method: Find The Hidden Triggers Your Ad Tests Keep Missing

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Split illustration of a barbecue party — left side shows an awkward pitch being ignored, right side shows an engaged conversation. Visual metaphor for starting ads at the right awareness level

Why Most Ads Fail Before a Single Word Gets Written

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Split illustration: on the left, Elisha Otis stands on an elevator platform in 1854 with a severed rope above him and a gasping crowd below; on the right, a modern viewer watches a product demonstration on a laptop screen. The two eras are connected by a single vertical line.

The 160-Year-Old Secret Behind History’s Greatest Marketing Campaigns

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Split illustration: multiple fishing rods crowding a small pond on the left versus a single figure fishing in a vast open ocean on the right, representing the difference between competing for existing buyers and unlocking a new market with a big idea.

Your “Big Idea” Isn’t Big Enough If It Only Targets People Already Buying

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A product jar priced at $3 with an acquisition cost of $3.45, with a rising revenue trend in the background — illustrating how a per-unit loss can drive massive business growth.

Why the Businesses That Lose Money on Their First Sale Are the Ones That Grow Fastest

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Row of identical Swiss Army knives each with only one blade open, next to a single knife with multiple different tools extended

You Haven’t Tested 20 Ads. You’ve Tested 2 Ads 10 Different Ways.

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Man lying awake in dark bedroom at night, face lit by phone screen showing calculator app, hand on forehead in frustration

How To Visualise Your Prospect Like They Were Sitting Right In Front Of You

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Your marketing isn't wrong. It's boring. And boring is more expensive than wrong — because wrong gets feedback. Boring gets silence.

Your Marketing Isn’t Wrong. It’s Boring.

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A hand hesitating over a Buy Now button, finger frozen mid-click, capturing the moment of doubt before a purchase decision

Your Prospect Can Afford It. They Just Don’t Believe You.

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