01
Revenue is the only honest metric.
Impressions, MQLs, and traffic are inputs. If they don't lead to closed-won revenue or retained customers, they don't count.
Manifesto
My marketing manifesto
What I believe — and what I refuse to do — when building growth for startups.
Beliefs
Twelve things I believe
02
Most startups don't have a marketing problem.
They have a positioning problem, a product problem, or an ICP problem dressed up as a marketing problem.
03
Hire senior, then hire junior.
One senior operator unblocks ten juniors. Reverse the order and you'll burn 18 months.
04
Channels are commodities. Judgment isn't.
Anyone can run Google Ads. Knowing when to scale, when to kill, and when to ignore the channel entirely — that's the job.
05
Brand is the compounding interest of marketing.
Performance pays the bills today. Brand pays them in three years. Both matter; one is harder to measure.
06
Consent and privacy are a moat.
First-party data, clean tracking and respectful UX outperform every dark pattern in the long run.
07
Marketing is a cross-functional sport.
If sales, product and finance aren't aligned with you, you're not doing marketing. You're doing decoration.
08
AI is a leverage tool, not a strategy.
Use it to ship more experiments faster. Don't use it to flood the internet with mediocre content.
09
Write what you've actually done.
Recycled best-practice posts hurt the industry. Publish from real engagements, with real numbers, or don't publish.
10
Say no to the wrong clients.
Bad-fit engagements cost you the bandwidth to do great work for the right ones. Discipline on intake protects everyone.
11
Make the work portable.
When I leave an engagement, the team should be stronger and the playbooks documented. No black boxes, no dependency.
12
Stay curious, stay humble.
The day you stop questioning your playbook is the day it stops working.