Insights
Practical writing on marketing, technology, and the awkward gap between them. No thought leadership — just what we have actually had to figure out.
Microsoft will give an early-stage startup up to $150,000 in Azure credits — but the headline number is the last tier, not the first. What the milestones really require, who is excluded, and the deadlines that quietly void the whole thing.
Azure Static Web Apps cannot do a zero-downtime custom domain migration. Here is why, what the outage actually costs, and the sequence that keeps it to a few minutes.
Every ad platform reports more conversions than you actually had. Here is where the double-counting comes from, why tightening the tracking only half-fixes it, and what to measure when attribution runs out of road.
Split a freight invoice the obvious way and a loss-making product can look like your strongest performer. A worked example, why it happens, and what we built CogsIQ to fix.
Most of what we publish starts as a question a client asked. Tell us yours and we'll give you a straight answer.