I have been meaning to start a blog for years. The usual things got in the way: not enough time, not sure what to say, not confident enough to say it. This is me finally getting on with it.
Here is what you can expect.
Alongside my freelance work I run a small product lab. At the moment that means Castlytics, a tool for tracking and analysing ad creative performance, and Tymedrop, which is still early. I will write about the building process: what I decided and why, what broke, what I would do differently. Not polished case studies, just honest notes from someone making things.
These are the areas I spend most of my time in, professionally and intellectually. Paid acquisition, how attribution actually works in practice, what it takes to build a product from scratch, how people fund things and what they get wrong. I am not here to write beginner guides or hot takes on industry news. When I form an opinion worth sharing, I will write it up.
Occasionally I will write about something that does not fit neatly into the above. Travel, a book, something I noticed. I will not make a habit of it but I am not going to rule it out either.
No fixed schedule. When I have something worth saying.
If you want to follow along, LinkedIn is the best place for now.