Thinking in Public

A practical breakdown of the psychology, structure, and CRO principles that actually increase revenue.

What to check first before blaming traffic or redesigning.

OpenAI shut down Sora and lost two senior leaders because consumer unit economics don't work. If your DTC store has high CAC and low AOV, you're playing the same losing game.

E-commerce brands optimize ad creative while ignoring packaging—the physical touchpoint that determines repeat purchases. How to audit and fix the disconnect.

The seven email marketing objectives reveal where your conversion funnel is broken. Most Shopify stores track them as targets instead of using them to identify which part of the system is leaking revenue.

How to diagnose and improve Shopify conversion rate without redesigning your entire store.

Pattern Group grew 40% in Q4 while most DTC brands stalled. The gap isn't traffic—it's what happens after the click. Here's what that means for your conversion rate.

Autonomous AI agents can't diagnose unclear positioning or mismatched messaging. If your store isn't converting, automation just means failing faster.

Most Shopify stores send emails without clear objectives. Learn how to map every email to a conversion problem, audit what's actually working, and stop wasting send volume on tactics that don't move revenue.

Most DTC brands treat email and paid ads as separate channels. That's why ad spend evaporates after the first visit. Here's how to set email objectives that extend what your ads started.