Notes from the work.
Essays and Operator’s Notes issues on growth, measurement and the P&L, for founders and marketing leaders who want the reasoning, not just the tactic.
- Operator's Notes, Issue 01: The storefront is moving, and you won't own it Meta, Google and OpenAI each made a move on who owns the moment someone decides to buy. What the agent race means for brands, the WhatsApp pricing change Indian D2C should act on, and a 60-minute agent-ready feed audit.
- ROAS is not a business metric Return on ad spend tells you how the platform sees your campaigns. Contribution margin tells you whether the business is better off. Here is how to run paid media on the second.
- The last rupee problem: scaling on marginal returns Average ROAS hides the moment scaling stops paying. Marginal ROAS shows it. A practical way to find that point before your P&L does.
- A measurement stack a CFO can trust Platforms over-claim, analytics under-counts and the order database is the only source that never lies. How to build measurement that holds up in the boardroom.
If growth is the conversation, let’s have it.
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