N-01 · Hypothesis2 min read
How to write a marketing hypothesis you can actually test
“Let's try TikTok” isn't a hypothesis. Here's the three-part format we use to turn marketing ideas into tests that give a clear answer.
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How we think about hypotheses, proof and scale — written down so you can use it, whether or not we work together.
- N-02 · Proof1 min read
Set your pass mark before you spend
Most tests are judged after the fact, which means they're judged by mood. Agreeing on a success threshold in advance is the simplest fix in marketing.
Read the note - N-03 · Scale1 min read
Scaling a winning campaign without breaking it
Doubling the budget on a winning ad rarely doubles the results. Here's how staged budgets and guardrails protect performance as spend grows.
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