ROAS is lying to you
October 6, 2026 · 4 min readA 4x ROAS can still lose money every single day. Here's the math that proves it, and the two numbers that don't lie.
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The Monday Margin
Short essays on profit math, honest metrics, and the habits that keep e-commerce brands solvent. One idea, no fluff.
The margin math every founder should do once a week
October 1, 2026 · 5 min readYou don't need a finance team. You need fifteen minutes and one tab — here's the weekly check that catches problems while they're still small.
Your best-seller might be your most expensive hobby
September 24, 2026 · 4 min readSales rank is a popularity contest. Contribution margin is a business. Here's how to find the SKUs that quietly drain profit.
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