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Untapped Profits
Untapped Profits

Dispatches for Explorers

Hard lessons on agency waste, AI-powered systems, and smarter strategic growth.
A hand carefully adjusting a small clay figure under warm studio light, tools visible on a dark workbench behind

The Sextopus Strategy

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A simply set dining table with a wine glass and a menu card reading "Red or White" — the scene from Elmer Wheeler's 1937 hotel test that proved "which" outsells "if."

The One-Word Swap That Lifts Conversions (Discovered in 1937, Ignored Today)

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A weathered hand holding a precision micrometer caliper, its jaws closed around a folded piece of paper — the act of measuring applied to the written word.

The Claim Nobody Believes. And the Number That Fixes It.

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A weathered harbour pier post photographed at low tide, the current waterline sitting significantly below a prominent tide mark stained into the wood — a visual metaphor for a business whose revenue continues but whose growth momentum has quietly receded, leaving an irrefutable mark of where things used to reach.

Your Revenue Is Growing. Your Business Might Not Be.

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Two men in a 1960s hotel bar — one pitching, one listening — evoking the persuasion scene from Once Upon a Time in Hollywood.

Stop Selling What You Do. Start Showing Them What Happens Without You.

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A plain handheld radio held in one hand against a dark background — the same object that became 250,000 Pocket CBs once someone found the right concept for it.

You’re Not Marketing Your Product. You’re Marketing Its Description.

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A theatrical spotlight illuminates a small business storefront, representing the idea of engineering a press-worthy moment rather than waiting to be discovered.

Stop Waiting to Be Discovered. Here’s How to Engineer the Press Moment That Makes Coverage Inevitable.

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A single water droplet strikes a dark surface, sending concentric rings expanding outward — representing how one small press placement ripples upward through larger and larger media outlets.

The Honest Version of a Dishonest PR Strategy

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Split screen showing two ads on the same phone: a polished, colour-graded brand video with a cost per result of $87 on the left, and a slightly off-centre talking-head phone video with a cost per result of $11 on the right

Your Best-Looking Ad Is Probably Your Worst Performer

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