Field notes

How I think about this work.

Short, teachable ideas from running events and brand experiences as a growth channel — no metrics, just the thinking.

Every activation is either building perception or driving a specific action — trying to do both at once is why most event measurement falls apart.

One question turns event measurement from a feeling into a fact: did the person take a high-value action within a fixed window afterward?

Protecting the audience's trust is worth more than the revenue you'd get from compromising it — even when the money is already committed.

A packed room of the wrong people converts worse and costs more, per outcome, than a smaller room of the right ones.

A program that only works because you're personally present in every room isn't a program — it's a bottleneck with your name on it.

The person who executes and the person who approves the budget are rarely the same person — and most programs only ever talk to one of them.

The people who already believe in what you're building will sell it more convincingly than any paid channel you can buy.