Playbooks
Prescriptive frameworks for the mechanics of business. Not theory. Architecture you can hand to a team, feed to an LLM, or use to audit what you already have.
The Acquisition Map
Every way a customer finds you, from word of mouth and dark social to paid search and retargeting, through the purchase to the retention loops that feed it. The territory the other playbooks zoom into.
The Conversion Journey
An end-to-end blueprint for the page that turns a stranger into a customer. Every block earns its place against evidence, not opinion.
The Money You Actually Keep
A stage-by-stage walk down the margin waterfall: what happens to a single dollar between the price on the page and the money in your account.
The Signal Chain
Where the data actually goes between a click and a conversion. Every hop, every handoff, every place the chain breaks.
The Knowledge Graph
How a search engine — and now an answer engine — turns your website into an entity it can name, trust, and cite. String to entity to connected graph: the map of what the machines actually read.