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1e:["$","span",null,{"className":"font-mono text-sm text-muted lg:col-span-1","children":"01"}]
1f:["$","h3",null,{"className":"text-display-md lg:col-span-6","children":"Revenue is the scoreboard."}]
20:["$","p",null,{"className":"text-lead text-ink-soft lg:col-span-4 lg:col-start-9","children":"Clicks, impressions, and platform ROAS are useful signals. They are not the result. The result is pipeline, revenue, and margin."}]
21:["$","li","Most growth problems live between channels.",{"className":"grid gap-4 border-b border-line py-8 lg:grid-cols-12 lg:gap-6 lg:py-10","data-reveal":"","style":{"--reveal-delay":"60ms"},"children":[["$","span",null,{"className":"font-mono text-sm text-muted lg:col-span-1","children":"02"}],["$","h3",null,{"className":"text-display-md lg:col-span-6","children":"Most growth problems live between channels."}],["$","p",null,{"className":"text-lead text-ink-soft lg:col-span-4 lg:col-start-9","children":"Ads, pages, tracking, and retention are often managed separately. The biggest losses tend to sit in the handoffs."}]]}]
22:["$","li","Depth beats range.",{"className":"grid gap-4 border-b border-line py-8 lg:grid-cols-12 lg:gap-6 lg:py-10","data-reveal":"","style":{"--reveal-delay":"120ms"},"children":[["$","span",null,{"className":"font-mono text-sm text-muted lg:col-span-1","children":"03"}],["$","h3",null,{"className":"text-display-md lg:col-span-6","children":"Depth beats range."}],["$","p",null,{"className":"text-lead text-ink-soft lg:col-span-4 lg:col-start-9","children":"SaaS and e-commerce grow differently. Knowing two models deeply is more useful than knowing ten loosely."}]]}]
23:["$","li","Trusted numbers are a growth lever.",{"className":"grid gap-4 border-b border-line py-8 lg:grid-cols-12 lg:gap-6 lg:py-10","data-reveal":"","style":{"--reveal-delay":"180ms"},"children":[["$","span",null,{"className":"font-mono text-sm text-muted lg:col-span-1","children":"04"}],["$","h3",null,{"className":"text-display-md lg:col-span-6","children":"Trusted numbers are a growth lever."}],["$","p",null,{"className":"text-lead text-ink-soft lg:col-span-4 lg:col-start-9","children":"When everyone believes the data, budget decisions get faster and bolder."}]]}]
24:["$","li","Clarity is a deliverable.",{"className":"grid gap-4 border-b border-line py-8 lg:grid-cols-12 lg:gap-6 lg:py-10","data-reveal":"","style":{"--reveal-delay":"240ms"},"children":[["$","span",null,{"className":"font-mono text-sm text-muted lg:col-span-1","children":"05"}],["$","h3",null,{"className":"text-display-md lg:col-span-6","children":"Clarity is a deliverable."}],["$","p",null,{"className":"text-lead text-ink-soft lg:col-span-4 lg:col-start-9","children":"If a report needs a meeting to decode it, the report has failed."}]]}]
25:["$","section",null,{"id":"decisions","aria-labelledby":"decisions-title","className":"bg-paper-deep text-ink section-space relative","children":["$","div",null,{"className":"container-page","children":[["$","header",null,{"className":"grid gap-6 lg:grid-cols-12 lg:gap-x-6","data-reveal":"","children":[["$","div",null,{"className":"lg:col-span-7","children":["$","h2",null,{"id":"decisions-title","className":"text-display-md","children":"Evidence in, decision out."}]}],["$","div",null,{"className":"lg:col-span-5 lg:self-end text-ink-soft","children":[["$","div",null,{"className":"text-lead","children":"Every recommendation follows the same path, so you can see how we got there and challenge any step."}],"$undefined"]}]]}],["$","ol",null,{"className":"mt-14 grid gap-3 md:grid-cols-5","children":[["$","li","Evidence",{"className":"relative flex flex-col rounded-lg border border-line bg-surface p-6","data-reveal":"","children":[["$","span",null,{"className":"font-mono text-data text-muted","children":"01"}],["$","h3",null,{"className":"mt-6 text-title","children":"Evidence"}],["$","p",null,{"className":"mt-2 text-[0.9375rem] text-ink-soft","children":"What the data, research, and customer signals show."}],["$","span",null,{"aria-hidden":"true","className":"absolute -right-2 top-1/2 z-10 hidden size-3 -translate-y-1/2 rotate-45 border-r border-t border-line-strong bg-paper-deep md:block"}]]}],["$","li","Economics",{"className":"relative flex flex-col rounded-lg border border-line bg-surface p-6","data-reveal":"","style":{"--reveal-delay":"80ms"},"children":[["$","span",null,{"className":"font-mono text-data text-muted","children":"02"}],["$","h3",null,{"className":"mt-6 text-title","children":"Economics"}],["$","p",null,{"className":"mt-2 text-[0.9375rem] text-ink-soft","children":"What the change is worth against CAC, payback, or margin."}],["$","span",null,{"aria-hidden":"true","className":"absolute -right-2 top-1/2 z-10 hidden size-3 -translate-y-1/2 rotate-45 border-r border-t border-line-strong bg-paper-deep md:block"}]]}],["$","li","Hypothesis",{"className":"relative flex flex-col rounded-lg border border-line bg-surface p-6","data-reveal":"","style":{"--reveal-delay":"160ms"},"children":[["$","span",null,{"className":"font-mono text-data text-muted","children":"03"}],["$","h3",null,{"className":"mt-6 text-title","children":"Hypothesis"}],["$","p",null,{"className":"mt-2 text-[0.9375rem] text-ink-soft","children":"What we expect to happen, and how we'll know."}],["$","span",null,{"aria-hidden":"true","className":"absolute -right-2 top-1/2 z-10 hidden size-3 -translate-y-1/2 rotate-45 border-r border-t border-line-strong bg-paper-deep md:block"}]]}],["$","li","Test",{"className":"relative flex flex-col rounded-lg border border-line bg-surface p-6","data-reveal":"","style":{"--reveal-delay":"240ms"},"children":[["$","span",null,{"className":"font-mono text-data text-muted","children":"04"}],["$","h3",null,{"className":"mt-6 text-title","children":"Test"}],["$","p",null,{"className":"mt-2 text-[0.9375rem] text-ink-soft","children":"The smallest change that can prove or disprove it."}],["$","span",null,{"aria-hidden":"true","className":"absolute -right-2 top-1/2 z-10 hidden size-3 -translate-y-1/2 rotate-45 border-r border-t border-line-strong bg-paper-deep md:block"}]]}],["$","li","Decision",{"className":"relative flex flex-col rounded-lg border border-line bg-surface p-6","data-reveal":"","style":{"--reveal-delay":"320ms"},"children":[["$","span",null,{"className":"font-mono text-data text-signal","children":"05"}],["$","h3",null,{"className":"mt-6 text-title","children":"Decision"}],["$","p",null,{"className":"mt-2 text-[0.9375rem] text-ink-soft","children":"Roll out, iterate, or stop, and write down why."}],null]}]]}]]}]}]
26:["$","section",null,{"id":"communication","aria-labelledby":"communication-title","className":"bg-paper text-ink section-space relative","children":["$","div",null,{"className":"container-page","children":[["$","header",null,{"className":"grid gap-6 lg:grid-cols-12 lg:gap-x-6","data-reveal":"","children":[["$","div",null,{"className":"lg:col-span-7","children":["$","h2",null,{"id":"communication-title","className":"text-display-md","children":"Plain language. Regular rhythm. No surprises."}]}],null]}],["$","ul",null,{"className":"mt-14 grid gap-x-6 border-t border-ink sm:grid-cols-2","children":[["$","li","Say what we don't know",{"className":"border-b border-line py-7 sm:pr-10","data-reveal":"","children":[["$","h3",null,{"className":"text-title","children":"Say what we don't know"}],["$","p",null,{"className":"mt-2 text-ink-soft","children":"Estimates are labeled as estimates. Attribution is described as a model, not a fact."}]]}],["$","li","Lead with the business",{"className":"border-b border-line py-7 sm:pr-10","data-reveal":"","style":{"--reveal-delay":"70ms"},"children":[["$","h3",null,{"className":"text-title","children":"Lead with the business"}],["$","p",null,{"className":"mt-2 text-ink-soft","children":"Updates start with commercial outcomes, then explain the channel detail behind them."}]]}],["$","li","Share bad news early",{"className":"border-b border-line py-7 sm:pr-10","data-reveal":"","style":{"--reveal-delay":"140ms"},"children":[["$","h3",null,{"className":"text-title","children":"Share bad news early"}],["$","p",null,{"className":"mt-2 text-ink-soft","children":"If a test fails or tracking breaks, you hear about it quickly, with a plan attached."}]]}],["$","li","Write it down",{"className":"border-b border-line py-7 sm:pr-10","data-reveal":"","style":{"--reveal-delay":"210ms"},"children":[["$","h3",null,{"className":"text-title","children":"Write it down"}],["$","p",null,{"className":"mt-2 text-ink-soft","children":"Decisions, priorities, and learnings are documented where your team can find them."}]]}]]}]]}]}]
27:["$","section",null,{"id":"measurement","aria-labelledby":"about-measurement-title","className":"bg-surface text-ink section-space relative border-y border-line","children":["$","div",null,{"className":"container-page grid gap-12 lg:grid-cols-12 lg:gap-6","children":[["$","div",null,{"className":"lg:col-span-4","children":["$","header",null,{"className":"max-w-4xl","data-reveal":"","children":[["$","h2",null,{"id":"about-measurement-title","className":"text-display-md","children":"Three questions, in this order."}],["$","div",null,{"className":"mt-6 text-lead measure-lead text-ink-soft","children":"Marketing is measured the way the business is run: outcome first, cost second, explanation third."}],"$undefined"]}]}],["$","div",null,{"className":"lg:col-span-7 lg:col-start-6","children":["$","ol",null,{"className":"space-y-3","children":[["$","li","Is it growing the business?",{"data-reveal":"","className":"grid gap-4 rounded-lg border p-6 sm:grid-cols-[4rem_1fr] sm:p-7 lg:grid-cols-[4rem_1fr_1.1fr] lg:items-center border-ink bg-ink text-paper","style":{"marginInline":"0%"},"children":[["$","span",null,{"className":"font-mono text-data uppercase tracking-[0.08em] text-signal-bright","children":["Layer ",1]}],["$","div",null,{"children":[["$","p",null,{"className":"text-title","children":"Is it growing the business?"}],["$","p",null,{"className":"mt-1 text-sm text-night-muted","children":"Business outcomes"}]]}],["$","p",null,{"className":"text-[0.9375rem] sm:col-start-2 lg:col-start-3 text-paper/85","children":"Pipeline, revenue, new customers, and contribution margin."}]]}],["$","li","Is the growth affordable?",{"data-reveal":"","className":"grid gap-4 rounded-lg border p-6 sm:grid-cols-[4rem_1fr] sm:p-7 lg:grid-cols-[4rem_1fr_1.1fr] lg:items-center border-line-strong/50 bg-surface","style":{"marginInline":"3%","--reveal-delay":"90ms"},"children":[["$","span",null,{"className":"font-mono text-data uppercase tracking-[0.08em] text-muted","children":["Layer ",2]}],["$","div",null,{"children":[["$","p",null,{"className":"text-title","children":"Is the growth affordable?"}],["$","p",null,{"className":"mt-1 text-sm text-muted","children":"Efficiency"}]]}],["$","p",null,{"className":"text-[0.9375rem] sm:col-start-2 lg:col-start-3 text-ink-soft","children":"CAC, payback, MER, and LTV:CAC."}]]}],["$","li","Why is it moving?",{"data-reveal":"","className":"grid gap-4 rounded-lg border p-6 sm:grid-cols-[4rem_1fr] sm:p-7 lg:grid-cols-[4rem_1fr_1.1fr] lg:items-center border-line bg-transparent","style":{"marginInline":"6%","--reveal-delay":"180ms"},"children":[["$","span",null,{"className":"font-mono text-data uppercase tracking-[0.08em] text-muted","children":["Layer ",3]}],["$","div",null,{"children":[["$","p",null,{"className":"text-title","children":"Why is it moving?"}],["$","p",null,{"className":"mt-1 text-sm text-muted","children":"Diagnostics"}]]}],["$","p",null,{"className":"text-[0.9375rem] sm:col-start-2 lg:col-start-3 text-ink-soft","children":"Channel and funnel metrics that explain the layers above."}]]}]]}]}]]}]}]
28:["$","section",null,{"id":"wont-do","aria-labelledby":"wont-do-title","className":"tone-night bg-night text-night-text section-space grain relative","children":["$","div",null,{"className":"container-page grid gap-12 lg:grid-cols-12 lg:gap-6","children":[["$","div",null,{"className":"lg:col-span-5","children":["$","header",null,{"className":"max-w-4xl","data-reveal":"","children":[["$","h2",null,{"id":"wont-do-title","className":"text-display-md","children":"Things we won't do, even when asked."}],null,"$undefined"]}]}],["$","ol",null,{"className":"border-t border-night-line lg:col-span-6 lg:col-start-7","children":[["$","li","Report platform ROAS as proof of profit.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Report platform ROAS as proof of profit."]}],["$","li","Scale spend on tracking we can't trust.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","style":{"--reveal-delay":"50ms"},"children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Scale spend on tracking we can't trust."]}],["$","li","Recommend a channel because it's easy to sell.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","style":{"--reveal-delay":"100ms"},"children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Recommend a channel because it's easy to sell."]}],["$","li","Promise results we don't control.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","style":{"--reveal-delay":"150ms"},"children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Promise results we don't control."]}],["$","li","Hide a failed test or a broken number.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","style":{"--reveal-delay":"200ms"},"children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Hide a failed test or a broken number."]}],["$","li","Invent case studies, testimonials, or awards to look bigger.",{"className":"flex items-baseline gap-5 border-b border-night-line py-5 text-[1.1875rem] tracking-[-0.01em]","data-reveal":"","style":{"--reveal-delay":"250ms"},"children":[["$","span",null,{"aria-hidden":"true","className":"font-mono text-sm text-signal-bright","children":"×"}],"Invent case studies, testimonials, or awards to look bigger."]}]]}]]}]}]
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