Insights
Essays on cutting through the metrics that don't matter.
A 100-year-old factory tool answers the question every creator actually has: is this change real?
YouTube is not Instagram is not TikTok. Optimizing one number everywhere is how you lose on all of them.
Optimizing the wrong number is worse than tracking nothing — it sends you confidently in the wrong direction.
Your dashboard is mostly variation that means nothing. The job is finding the part that does.
Twenty years separating signal from noise on the factory floor, pointed at a new problem.