too many people think marketing is about getting in front of as many people as possible it's not it's about who you get in front of

we started off building something we thought people wanted only to find out no one wanted it that's a hard pill to swallow. i still deal with the regret today not so much that we built it, but that we carried on so long especially since i already knew deep down it wasn't

Autumn afternoon tea time back home

CPTx is web3’s version of CPA it tracks what matters and it's verifiable

impressions aren’t growth they’re visibility likes aren’t adoption they’re signals clicks aren’t conversions they’re curiosity they count, but not enough none of these tell you if someone used your product or if they ever will most metrics we’ve inherited from web2 don’t

they didn’t click, they took the scenic route. then came back later, on their terms. and converted. CPTx tells you that.

your real performance isn’t hiding in you CPMs or CTRs it’s hiding in what happens after, your CPTxs

if you're only tracking impressions you're missing most of your data it's time to track CPTx onchain CPA

metrics in crypto sucked. they're a lot better, but still not great. for years, we relied could only on impressions, likes, and clicks. but none of that tells you what really matters: did a user do something valuable onchain? if not, it doesn’t move the needle. and doesn't

onchain CPA (our CPTx model) you're not paying for views. you're paying for onchain action a reliable way to gain new, real, quality users. verified onchain.

CPMs are not impact CPTxs are

you can have 1k likes and 0 usage you can also have 10 likes and a 10x userbase know which one you’re building for

everyone wants growth. ngl, we do too. But that only happens when you actually put users first. not the buzzword version of "user-first." the real one. where you stay close to feedback where you care enough to keep it simple. so no to feature bloat. resist overbuilding. and

most projects chase attention the smart ones build for the users they already have because sustainable growth starts with retention

real growth feels boring quietly compounding actions not fireworks and likes

growth isn't an audience growth isn't reach growth is people who use your product and come back to do it again. and tells their friends.

we're constantly talking about growth. but growth isn’t impressions. it’s not engagement. it’s not “awareness.” growth is people using your product. again. and again. and telling someone else to try it too. somewhere along the way we separated growth from sales. and convinced

you don’t need more hype you need more repeat users because real growth isn’t loud it compounds quietly

gm gm. time for a sausage square and egg roll. are sausage squares a thing in other parts of the world?

woke up to saturday. what happened to tuesday?

you should never take time off. that’s if you want to eventually be bad at everything you do. felt like there were only two days this week, monday and friday. between traveling back to scotland to see family, and all the work we’re doing on specify, the whole thing flew by.