Marketing ideas, tested.

We question marketing's accepted ideas, test them and build tools from what holds up.

A lot of marketing runs on advice nobody checked. We'd rather find out. After more than a decade in the work, we still treat every "best practice" as a question, run it against real work, and keep what survives. What holds up becomes a free tool or a product, and the newsletter covers the rest, including the experiments that went nowhere.

From the lab

Free tools, opening soon

Untell

Coming soon

Drop in a website and Untell shows you what makes it look AI-made, then sketches a version that doesn't.

Brand Audit

Coming soon

Give it your website, socials and three competitors, and Brand Audit shows how your audience actually sees you next to how you describe yourself.

Everything in Labs

Services

Before you spend on AI, find out what's in the way.

Most businesses aren't held back by AI. They're held back by the data and processes underneath it.

Pre-implementation AI audit

Before you spend on AI, we find out where your business is ready, what's in the way, and what to do first.

How the audit works

Data and taxonomy sprints

Short, focused work to get your data, naming and structure into a shape AI can actually use.

How sprints work

AI skills and agents

Custom AI skills and agents built around how your business already works, such as decks and documents that come out on brand every time.

What we build

See how it works

The newsletter

While You Were Posting

A newsletter for founders and marketers about what's actually working, what isn't, and what everyone else is too busy posting to notice.

The latest issues are on Beehiiv. Read them there (opens in a new tab)

Get the next one

Every two weeks, a look at what we've been testing and what the evidence actually says. Free, and you can leave in one click.

Our first piece of research, Attention Isn't the Prize Anymore, is free. Ask for a copy and we'll send it over.