Process
Pilot. Prove. Scale.
The engagement is designed around one principle: no zombie projects. Every dollar has a kill criterion attached to it before it's spent. The survivors earn the right to scale.
Map
Find the multiple. Fix the numbers first. If the measurement is broken, every decision downstream is wrong. Honest fit check: if I don't see a path to real growth, I say so here rather than later.
Pilot
Prove with real money. Kill criteria written before launch, not after. No zombie projects: if a pilot isn't earning by the criteria we set, it dies fast and cheap. The survivors earn the right to scale.
Scale
Systematize the winners with automated creative, automated builds, automated pacing and alerts, all inside hard guardrails: efficiency bands, cost ceilings, profit floors that cut budgets automatically when breached. What performed in the pilot gets engineered into infrastructure so it compounds without constant intervention.
Compound
The second engine is cheaper than the first. The third cheaper still. Engines stacked on engines is what doubling looks like. The infrastructure built in Scale makes every subsequent pilot faster, better-measured, and harder to kill.
Common questions
What to expect.
- Do you work with internal teams or replace them?
- Alongside. I build the engine and run it, but the goal is infrastructure and systems your team inherits, not a dependency on me that disappears when I do.
- How many engagements do you take on at once?
- A small number. I do the work directly, which means my capacity is finite by design. If I'm full, I'll tell you. And if I don't see a real multiple in your business, I'll tell you that too.
- What does "kill criteria" actually mean?
- Before any pilot launches, we define the specific conditions under which it ends: a cost threshold, a volume target, a timeframe. If those aren't met, the pilot dies. This is not a post-hoc judgment call. It's written before a dollar is spent.