The Noise Tax

Every Decision has a hidden cost. This is where you find it.

Essays on strategy, positioning, consumer behaviour, AI, and the hidden costs of business decisions.

Most Recent

Oct 1, 2026

The Most Dangerous Metric Is the One That’s Improving

Progress in the wrong place can distract from problems that actually matter.

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Sep 25, 2026

What Your Dashboard Will Never Tell You

The metrics that matter most are often the ones your dashboard can't measure.

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Sep 21, 2026

The Illusion of Reach

Visibility creates awareness. Attention creates outcomes. They're not the same thing.

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Aug 17, 2026

The Channel You Start With Isn't the Channel That Scales Best Later

The first channel should optimise for learning. Scale comes later.

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EXPLORE BY THEMES

The Narrative

On stories, meaning, and the ideas that shape how brands are remembered.

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The Bottleneck

On constraints, trade-offs and the real reasons things don't move.

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Performance Theatre

On vanity metrics, busy work and the performance of being productive.

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Signal Loss

On noise, distraction and what gets lost in the pursuit of more.

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The Noise Tax

Most Recent

The Most Dangerous Metric Is the One That’s Improving

What Your Dashboard Will Never Tell You

The Illusion of Reach

The Channel You Start With Isn't the Channel That Scales Best Later

The Narrative

The Bottleneck

Performance Theatre

Signal Loss

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