Lens
How we look at a specific question, a metric, a method, a category of work, and what that lens reveals. Lens pieces are less argumentative than Worldview pieces and more practical. They’re the kind of thing you’d read if you have a specific question ("how should I think about CAC?" or "what does 'AI in marketing' actually mean for a mid-market company?") and want a clear, opinionated answer. If you’re here because you have a specific question, start in this lane.
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Why Top Organic Rankings Get Zero Clicks
A #1 ranking can still mean zero clicks. Here's what sits above and around your listing on Google, and why rank trackers…
How do you track ROI on marketing?
Track marketing ROI in dollars: compare gross profit to full cost, pick two or three measures per goal, and set a baseline…
What a Slow Reply Does to Your Sales Close Rate
A 1-hour delay in replying cut the chance of being hired by 46%. What the research says about speed to lead, from…
Same Budget, More Revenue: The Growth Most Marketing Misses
Most marketing advice points in one direction: get more. More traffic, more clicks, more leads, more rankings. It feels like progress because…
Your Website Is Selling the Wrong Thing
Most service pages are written for the person who built the product, not the person who needs to buy it. They list…
Journey Mapping, Ecommerce Redesign, and a GDUSA Award: Our Work with nCase Technologies
The best design work usually starts with a question that has nothing to do with design. For nCase Technologies, that question was…
How to Measure Marketing Performance: A Full-Pipeline Framework
Most businesses spend money on marketing. Fewer can tell you whether it's actually working. And almost none can trace a straight line…
B2B Marketing Firm: Your Complete Guide to Finding the Right Partner in St. Louis
Introduction A B2B marketing firm specializes in helping businesses sell products and services to other businesses through strategic marketing programs designed for…
AI SEO Services: Win Visibility in AI Overviews, ChatGPT & Beyond
Key Takeaways What Are AI SEO Services in 2026? AI SEO represents a fundamental shift in how businesses approach digital marketing. It’s…
The Most Expensive Marketing Mistake? Skipping Strategy.
Most companies don't have a marketing problem. They have a sequence problem. They're spending money on ads before they know who their…
Good Product, Wrong Story: Building a Brand That Matches What You Make
There's a particular kind of frustration that keeps product-driven founders up at night. You've built something genuinely good, quality materials, real craftsmanship,…
Award-Winning Website Redesign: Foster & Adoptive Care Coalition
For 35 years, the Foster & Adoptive Care Coalition has been doing some of the most important work in the St. Louis…