The card
Six holes: three shots from the work, and three principles I play every budget by.
Put an interactive step in front of the landing page on purpose. It filtered the traffic and broke internal records.
Cut the spend that was taking credit for customers who’d have bought anyway, then scaled what was actually incremental.
First U.S. hire. Built the market, the playbook and the book of business from an empty card.
How every budget I run gets played: middle of the green, the trick shot, and one swing at the green.
Go dark in a few markets, keep spending everywhere else, and read the gap — before anyone argues about credit.
Systems that do the work and check the work — beyond simple prompting.