What we're reading, shipping and
arguing about this week.

Why your CAC stopped going down (and what to do about it).

The honest answer is rarely “the algorithm changed.” After 47 million in managed media, here's our working theory on what's actually breaking — and the three moves we've seen work in 2026.

The "say the real thing" test.

A 2-minute exercise to pressure-test any piece of marketing copy before it ships.

Headless is a strategy, not a stack.

When going headless pays off, and the expensive mistake we keep seeing teams make.

Every pixel is a sentence.

On treating interface density as a writing problem, not a layout one.

The 90-day retainer that outperforms year-long contracts.

Why quarterly compounding beats annual lock-in — for the client and the agency.

Three weeks in Mecca with a camera.

Field notes from the Ummah Travel content shoot — and what we got wrong on day one.

How to name a thing without hating it later.

The four-filter naming framework we use on every engagement.

The shorter, smarter agency newsletter.

One email a month. Three ideas we're thinking about, one thing worth reading, one thing worth watching.