The Growth Den
Sharper operators, read here.
Field notes, playbooks, and points of view on performance marketing, AI creative, and honest measurement. Written for operators who answer to a P&L, not for the algorithm.
Measurement
ROAS is lying to you
The number most brands optimize to is the one most likely to hide where growth actually comes from. A case for incrementality and margin-aware targets.
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AI & Creative
Meta is automating your ads
By the end of 2026, Meta wants to generate and personalize ad creative for you. Here is what that changes for DTC brands, and the part it can't do.
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Growth
Creative velocity beats budget
When an account plateaus, most brands add spend. The faster fix is usually more creative, tested faster. Why velocity is the real lever now.
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