Signal Hygiene Before You Touch Interest Clusters
Why cleaning event names saves more time than adding another lookalike — a field note from Incheon cohorts.
Notes
Field notes on audience work
Drawing Personas Without Inventing Fake Jobs
Persona cards fail when they read like fan fiction. Here is how we pressure-test roles against paid social reality.
Creative Matching When Your Team Hates Matrices
Matrices look tidy and die in Slack. Try ladder notes instead — short, cruel, and useful.
Lab Safety for Audience Experiments
Holdouts, stop rules, and the paperwork that keeps tests legible to leaders who do not live in ad accounts.
Retention Audiences That Respect Unsubscribe Reality
Retention is not “hit them again.” It is choreography between lists, ads, and product surfaces.
Why We Still Sketch Diagrams Before Touching Platforms
Software wants you to click first. We still draw boxes — here is what that buys your targeting team.