What I’ve learned about growing businesses, making better decisions, and figuring out what matters next.
Why Being the Cheapest GLP-1 Brand Is a Losing Strategy
Competing on price in GLP-1 is a race to the bottom. Here's why LTV — not cost — is the real lever, and how helping customers manage side effects extends it.
Paid Media3 Telehealth Patient Acquisition Mistakes I'll Never Repeat
After nearly $4 million in telehealth patient acquisition spend this year, here are three mistakes I'll never repeat again — and how fixing them changed the numbers.
Paid MediaEvery New Customer Costs More Than the Last One
On Meta, the cost to reach the same customer rises every year. Here's why acquisition alone stops being growth and turns into an expense.
MindsetThere's No Magic Bullet for Growth
Stop looking for the one big change. Most growth comes from small, repeated improvements — not a full rebuild. Here's why the boring work wins.
Paid MediaNo One Knows Who You Are, So Be Direct in Your Ads
The person seeing your ad has no idea who you are. Here's why direct, simple messaging beats clever copy when you don't have branding power yet.
Paid MediaThe Magic Is in the Research, Not the Landing Page
If you spend more time designing your landing page than researching your buyer, you have a problem. Here's why the research is what actually matters.
MindsetStop Prioritizing Everything Equally in Your Business
If you think you have 10 things to do to grow your business, you probably don't. Here's why founders should focus on one or two priorities at a time.
Paid MediaYou Know What You're Selling — But Not Who You're Selling To
Most founders know their product inside and out but can't define their real customer. Here's why a vague audience like 'women' or 'people at the gym' isn't an ICP.
MindsetKnow When to Walk Away From Your Laptop
A simple founder habit: when frustration takes over and nothing is working, shut the laptop and walk away. Here's why that trick works.
Paid MediaROAS Means Nothing Without Offer Economics
A 5x ROAS can lose money and a 1x ROAS can be wildly profitable. Why you can't judge ad performance without knowing the offer's economics.
Paid MediaWhy Clients Actually Hire Us (It's Not Just Ads)
Running ads is a given. Here's the real reason clients hire an agency with 16 years of experience — and why it matters once you're spending five figures a day.
Paid MediaThe Speed Advantage of Being a Small Company
Solo entrepreneurs and small teams move faster than big companies with legal, marketing, and branding departments. Here's why that speed is worth protecting.
Paid MediaWhere to Add New Ad Creatives: 4 Scenarios
Just got a batch of new ad creatives? Here are the four campaign scenarios that decide whether they go into an existing campaign or a brand new one.
Paid MediaYour Ad Gets the Click, Your Landing Page Gets the Sale
Your ad has two jobs: attract the right audience and get the click. Everything else — including the sale — is your landing page's job.
Paid MediaStop Only Changing Your Ads — Try Your Landing Page's Top Fold
Instead of always testing new ads, try changing the top third of your landing page — headline, image, and CTA. A small change that can meaningfully move conversion rates.
Paid MediaWhy Every Media Buyer Should Launch Their Own Product
Media buyers should launch their own product at least once. Here's why the A-to-Z experience of running a real business changes how you manage client ad spend.
Paid MediaThe Biggest Media Buying Myth of 2026: AI Won't Replace Your Media Buyer
AI isn't going to replace human media buyers in 2026. Here's why a good media buyer still beats any AI software for running ad budgets — and where AI actually helps.
MindsetDon't Let a Bad Day Become a Bad Year
16 years running digital marketing businesses taught Elias Lazaris one thing: don't let a bad day become a bad week, a bad week a bad month, a bad month a bad year.
Paid Media3 Meta Ads Mistakes We See in Almost Every Account Audit
The 3 most common Meta ads mistakes we find during account audits — and exactly how to fix each one to protect performance and lower CPA.