Resources / Field notes
Short, practical notes from the work.
Experiments, playbooks and lessons from building the product and running marketing with it — quick reads you can act on the same day.
Latest field notes. Filter by topic.
Playbooks
The five-minute follow-up rule
Why speed-to-lead matters more than the perfect script, and how to make it automatic.
11 Sep 2026 · 3 min read
Experiments
Broad audiences and small budgets don't mix
What happened when we let a small daily budget loose on a very large audience.
4 Sep 2026 · 3 min read
Playbooks
What a good caption actually does
One idea, one reason to care, one next step. Everything else is optional.
28 Aug 2026 · 2 min read
Behind the build
Notes from rebuilding the campaign builder
Why we made the whole campaign tree editable at every step instead of hiding it behind a wizard.
21 Aug 2026 · 5 min read
Experiments
Post less often, but never skip a week
Consistency beat volume in every account we looked at.
14 Aug 2026 · 3 min read
Behind the build
The hidden cost of a spreadsheet CRM
The leads you lose aren't in the sheet — that's the problem. Why Lead Expert captures them at the source.
7 Aug 2026 · 4 min read
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