Notes from the work.
Working notes on hiring fractional operators, systems for founder-led DTC brands, and the seams between marketing, ops, and creative.
- May 8, 2026
Insanely Great Products Build the Default Choice: What an Apple Find My Screen Reveals About Real Loyalty
Real loyalty isn't points or clever emails. It's when customers stop comparing brands every time they need something new. Here's what an Apple Find My screen reveals about how that gets built.
6 min read→ - May 6, 2026
Why Beautiful Shopify Stores Don't Sell: The Seven Decisions That Decide Whether It Converts
A store that converts is not a design problem. It's a sales problem with design wrapped around it. Seven decisions need to be locked in writing before any designer touches a theme.
7 min read→ - Apr 30, 2026
Build to Last, Not to Sell: Why Great Founders Fall in Love With the Brand, Not the Exit
The brands that compound past $10M and stay there are almost always the ones whose founders fell in love with the brand, not the term sheet. Here's why the exit math has changed and what to build instead.
10 min read→ - Apr 28, 2026
Fractional CMO vs Fractional COO vs Cross-Functional Operator: Which Should a Sub-$10M DTC Brand Actually Hire?
Most founder-led DTC brands between $1M and $10M hire the wrong kind of fractional executive. Here's how to tell which one you actually need — including a comparison table, pricing ranges, and the eight questions to ask in the interview.
12 min read→