Signals
Observations from building systems that operate at scale.
Brand Strategy8 MIN READ
The Website Redesign Solved the Wrong Problem. Again.
Nearly 80% of website redesigns fail. That figure has appeared consistently across agency post-mortems, client retrospectives, and platform performance audits for years. It does not appear to have changed the way most redesigns are initiated. ThrillX The reason is specific: most website re.....
Marketing Teams Have Too Many Specialists and Not Enough Systems Thinkers
Most marketing teams are built the same way. A specialist for paid media. A specialist for SEO. A specialist for content, for email, for social, for analytics. Each one is skilled. Each one optimises their own channel.....
Every Dashboard Eventually Lies
Not through falsification. Nobody changes a number. The lie is more systematic and considerably harder to address because it does not require intent. It requires only that the people presenting the data are the same p.....
The Conversion Rate Optimisation Industry Sold You the Wrong Problem
Most organisations that have run CRO programmes will recognise this pattern. The agency presents a roadmap of tests. The first few produce wins. Button colours change, CTAs are repositioned, form fields are reduced. T.....
Paid Search Is a Tax on Weak Brands. Most Organisations Are Paying More of It Every Year
Nearly 87% of industries saw year-over-year CPC increases in 2025, with the cross-industry Google Ads average reaching $5.26 per click. The most competitive B2B categories now approach $8 to $9 per click. Every market.....
Execution beats commentary.
We build before we publish.
We test before we advise.
We measure before we claim.
AI for Efficiency Was Easy to Justify. AI for Effectiveness Is a Harder and More Important Problem.
90% of organisations increased their AI marketing investment over the past two years. 12% can prove it worked. That single finding from Comviva’s Global CMO Survey, published in June 2026, describes the defining.....
Your Company Page Is Reaching 1.6% of Your Followers. That Number Will Not Recover.
Richard van der Blom’s Algorithm InSights 2025 report, analysing 1.8 million posts across 58,000 profiles and 31,000 company pages, found that company page posts now reach roughly 1.6% of their followers. Organi.....
What Does an LLM Actually Know About Your Brand and Does It Match the Truth?
Right now, buyers in your category are asking ChatGPT, Perplexity, and Google AI Overviews about you. They are asking what you do, what you charge, who you work with, and how you compare to alternatives. The AI is ans.....
AI Has Made Content Cheap. It Has Made Credibility Expensive.
AI Has Made Content Cheap. It Has Made Credibility Expensive. By November 2024, the volume of AI-generated articles on the web had surpassed the volume of human-written ones. According to a study by Graphite.io examin.....
Where to go next
If you’re dealing with comparable constraints, we’re open to a conversation.