Category: Paid Media
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2026
Oct 17Your Fake 5-Star Reviews Are Obviously Fake (And Definitely Illegal)
I keep finding fake reviews on startup DTC stores. Shoppers spot them instantly, and the FTC can fine you for them.
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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 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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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.
