Thinking, published selectively.
Published when there is something worth saying — not to a content schedule. The pieces here reflect the disciplines the practice works closest to.
The practice's home ground — the economics and behaviour of the app-store rating.
We read the public Play Store data for 100 consumer apps near the install-conversion line — where the struggling ones actually sit, whether a large review base protects a rating, and which complaints drag the number below 4.0.
Below a certain number, a store rating stops being information and starts being a filter. Why 4.0 behaves like a threshold — and what it quietly does to install conversion and the cost of every paid install.
Lifting a store rating is the visible half of the work. Keeping it lifted is the half that decides whether the recovery was worth paying for. Where the pressure comes back from — and what holding the floor involves.
Earlier, broader essays — adjacent to the core practice, kept for the thinking.
The businesses that compound fastest treat reputation as foundational infrastructure — built deliberately before it is needed. What that shift requires, and why the window is shorter than most founders realise.
The metrics that dominate growth reporting are often the least connected to unit economics. A close reading of where the numbers break down — and what to track instead.
Most strategic errors are failures of diagnosis — moving toward answers before the problem is sufficiently understood. The case for slowing down the question before accelerating toward a solution.
Paid traffic rents attention. Organic authority builds it. Why the window to establish genuine search authority is narrower than most businesses model — and what a serious programme entails.
The difference between a practitioner who owns the outcome and an account manager who reports on it is a matter of proximity, incentive, and design. Where conventional advisory models quietly fail founders.
Most strategic frameworks are not designed for incomplete information and compressed timelines. A practitioner's perspective on building clarity without manufacturing false certainty.
On publishing
No content calendar. No frameworks for frameworks' sake. Written for founders and operators who hold strategy to a high standard — when there is something genuinely worth articulating.
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