The
second
purchase
first.

01 CREATIVE 02 PAID 03 RETENTION 04 LIFECYCLE

We work with a small number of consumer brands at a time, and we publish the method rather than the mythology.

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01 CREATIVE PRODUCTION02 PAID MEDIA03 RETENTION STRATEGY
04 LIFECYCLE EMAIL AND SMS05 SEARCH06 SOCIAL

Four disciplines.

  1. 01
    Creative production

    email, landing page and ad creative made at cadence

  2. 02
    Paid media

    spend shaped by contribution margin, not by reach

  3. 03
    Retention strategy

    segmentation, cadence and offers built around repeat purchase

  4. 04
    Lifecycle email and SMS

    the programmes that carry revenue between campaigns

  5. 05
    Search

    paid and organic run against one query set

  6. 06
    Social

    creative-led paid social, tested weekly

Notes on each discipline further down
4Disciplines
8Engagements at a time
4WReview cycle
5DFirst read

Three rules we keep.

01

Misses listed first

The weekly read opens with what did not work. It is the only way the wins stay credible.

02

One number a quarter

Everything else is maintained, not improved. A narrower promise, and one we keep.

03

Evidence before
opinion

Data dictates the strategy. We analyse before we assume, so every decision rests on something you can check.

How a project runs.

  1. 01 BaselineBaseline

    Agree what is currently true, and how we will know it changed.

  2. 02 ShortlistShortlist

    Pick the smallest set of changes that could move the number.

  3. 03 RunRun

    Ship them properly, one at a time, with the tracking checked first.

  4. 04 RecordRecord

    Write down what happened, including the parts that did not work.

The details are the product.

Figure 1. Flat lay for the landing page. Three variants, one afternoon. Figure 2. Outdoor frame, midday sun. The retention email header.

The photograph is where most of the work starts. A product that looks the way it feels sells on the first page and again in the third email.

Writing.

  • SEP 06, 2026Why most lifecycle audits find the same four thingsAnd why the order you fix them in matters more than the list.
  • SEP 19, 2025A measurement baseline you can actually reproduceWhat to write down before you change anything.
  • MAR 25, 2026The case against the testing backlogFewer, larger, pre-registered experiments beat a long queue of small ones.
  • APR 02, 2026The second purchase is the whole gameWhy first-order economics mislead almost everyone.

Questions.

01    Do you work with our existing team?

Usually. Most of the useful work is unblocking people who already know what to do.

02    How quickly does this start showing up?

Measurement changes land in the first fortnight. Programme changes take a quarter to read honestly, and anyone promising faster is reading noise.

03    What do you need from us to start?

Read access to the data, the sending platform and the store. Nothing else until we have looked.

04    Who actually does the work?

The person you spoke to. There is no handover to a junior team.

05    Can you work with our current platform?

Almost certainly. Platform migrations are a last resort, not an opening move.

Tell us
about
the work.

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