A Real Message From a Fake Person
My apartment complex's AI assistant introduced herself as Bridget, a two-year resident. The disclosure would have been free. The pretense cost them.
I run paid media for CPG, DTC and lead generation companies, mostly on Meta, and I write about the parts the dashboards leave out. Over $100M in ad spend so far, for brands including Purina and Mars Wrigley. Before this I was a VP at the Boston Celtics and then at UFC, and I worked at Meta.
Recent
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2026
Sep 10Everything Is Downstream of Conversion Rate
The Nazis in Raiders of the Lost Ark dug with a full crew and heavy machinery, in the wrong place, because they only ever saw one face of the headpiece. Most founders hunting a lost CAC are doing the same thing, and the instruction that would move the whole excavation is on the side nobody turned over.
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2026
Aug 28It’s Never Been Easier to Launch a Bullshit Company. Except for the Money Part
The discovery call lasted four minutes and forty-one seconds, and the prospect never turned his camera on. He was working outside, he said. Fine. I've taken calls from…
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2026
Aug 14Everybody Wants to Spend a Thousand Bucks and Make Fifty Grand
A founder told me his budget was tight, then said he wanted fifty thousand a month in new business out of it. He is not dumb and he is not alone. Nobody has ever walked him through the arithmetic, and the arithmetic is the entire game.
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2026
Aug 3The Urgency Was High
A brand selling $2,000 shower systems had wired its lead event to a button click. No form, no name, no email. Meta did exactly what it was told and went and found people who like clicking buttons. It is very good at that.
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2025
Jul 2DTC Case Study: Swimwear Client
Scaling a direct-to-consumer swimwear brand on Meta through 2025: lowering customer acquisition cost while increasing volume, and what actually moved the numbers.
87 posts going back to 2009, written while the whole business was being invented. The early ones are from my years running social media for the Boston Celtics.