Notes: field observations
Seven articles worth reading even if you never hire us.
No recycled industry press releases. Just the direct questions executives ask before signing contracts, answered in full—including the ones that cost us the job.
Featured · Surveillance
What You Can Legally Know About Your Competitors (and What You Cannot)
The question invariably surfaces within the first fifteen minutes: "Is this even legal?" Yes, and it is far more straightforward than it sounds: the difference between surveillance and espionage is not technology—it is the source of the data.
Read article →In two lines
The difference between surveillance and industrial espionage is not technology—it is the data source. The former is disciplined reading; the latter is a criminal offense.
Agencies
Three Questions to Ask Your Agency This Week
If their answer to the third is "I'll send it in the monthly report," you already have your diagnosis.
5 min readOrganic Search
SEO for SMEs: The Six Factors That Actually Move Revenue
And the twelve you are constantly being sold that move nothing.
8 min readPaid Advertising
How to Calculate What You Can Afford to Pay for a Customer
The single baseline number from which everything else flows—and which almost no SME has written down.
6 min readMeasurement
The Monthly Report Is a Relic of the Past
By the time it lands in your inbox, the capital is already spent. What you should be looking at every morning instead.
5 min readAI
What AI Actually Does in SME Marketing
It does not write your social posts. It decides where to allocate capital, and what to watch.
7 min readVisual Production
Why a Properly Shot Video Costs Less Than One Reshot Three Times
Lighting is not an artistic whim—it is the component advertising campaigns exhaust most rapidly.
5 min readPrefer your own specific case over an article?
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