Field Note
The Email Metric That’s Lying to You (and the Three That Aren’t)
Open your email dashboard and you'll see a wall of percentages: open rate, click rate, click-to-open rate, bounce rate, unsubscribe rate, revenue per email, spam complaints. Most founders…
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Recent Notes
The £1 That Changes Your Tax Bill: What Corporation Tax Really Tests in a Startup
A founder budgeting for "small company" tax treatment can still get blindsided by the mechanics of the UK system: a…
When the Business Can’t Function Without You, That’s Not Leadership — It’s a Signal
Imagine a founder switches off her phone and disappears for four weeks. No slack messages, no calls, no "quick approval."…
The Customer Research Habit That Actually Survives Contact With Reality
What if the fastest way to understand your buyers wasn't a slide deck of quotes, but a habit — a…
What Your Prototype Is Actually Telling You — And What to Do About It
A prototype is not a miniature product. It is a decision tool — something you build specifically so an assumption…
The Midnight Click That Didn’t Book a Call — And Why That’s Fine
A buyer opens your interactive demo at 11:40 p.m., clicks through three screens on their own, forwards the link to…
The Decision You Already Made Before the Data Came In
A test just wrapped. The numbers are in front of the team, someone opens with "well, this basically confirms what…