Operating Principles

How I Operate

This page exists to explain how I think, how I work, and who I am not a fit for. If this resonates, we’ll work well together.

My Role

I operate paid acquisition systems for founders. Not as a vendor. Not as a consultant. I take ownership of execution so you don’t have to manage ads, agencies, or internal politics.

What I Take Ownership Of

• • Paid acquisition infrastructure and execution
• • Budget control and spend discipline
• • Decision clarity around scaling or stopping
• • Performance accountability without excuses
• • Systems that keep working without constant supervision

What I Do Not Do

• • I do not chase vanity metrics
• • I do not run experiments without clear downside control
• • I do not attend weekly update calls for reassurance
• • I do not optimize for presentation over reality
• • I do not work with teams that avoid accountability

How Decisions Are Made

Decisions are made based on signal, not noise. I prioritize actions that protect downside first, then expand upside. If something is not working, it is addressed directly and early.

Reporting for Owners

Reporting is built for founders. You see what matters: spend, return, risk, and trajectory. Not dashboards designed to look impressive.

Who This Is a Fit For

• • Owners who want predictability, not hype
• • Founders who value systems over heroics
• • Teams that want decisions made, not debated
• • Businesses where paid acquisition materially impacts cash flow

Who This Is Not a Fit For

• • Marketing managers looking for tactical help
• • Teams that need constant hand-holding
• • Businesses unwilling to confront hard numbers
• • Anyone optimizing for optics instead of outcomes