Justin Hendrickson / Blog

Blog posts from inside the work.

Every post begins with something that actually happened: a product that existed first as a render, a page cycle cut to 48 hours, a reported ROAS increase that complicated the next budget decision, or a homepage that compiled before its story was true.

Published posts 04

All posts.

About the writer
context_release
concept / 03
sourcerulesdraftpublic
  1. 01Claim tracedsource + limit
  2. 02Scope heldowned verb
  3. 03Boundary checkedpublic only
build status donetrue?
A conceptual release check showing sources and rules moving through a draft before it becomes public.

AI made the website fast. It did not make the story true.

The first homepage compiled but described almost nobody. The system improved when prompts gave way to sources, constraints, decision rights, and release gates.

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allocation_review
concept / 01
reported return+40%
acquisition costโˆ’35%
lifetime valueheld
Decision questionWhere does the next dollar go?
A conceptual allocation review using the three published essay measures and the decision question they created.

ROAS rose 40%. The next dollar was the harder question.

In a consumer growth role, reported ROAS rose 40% in nine months while CAC fell 35% and LTV held. The useful lesson was how pacing, lift validation, and channel allocation kept one dashboard metric from making the whole decision.

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landing_page_loop
concept / 02
GorgiasMetaNPSpage
  1. 08:14Signal connectedsupport + acquisition
  2. 11:32Page decisionpromise rewritten
  3. 47:51Release checkedcustomer response
previous loop 14 days48 hrs
A conceptual release log showing three customer-signal sources moving into a landing-page decision and a 48-hour cycle.

Two weeks to 48 hours: rebuilding the landing-page loop

Gorgias, Meta, and NPS held different pieces of the customer problem. Connecting those signals to a page release cut the landing-page cycle from two weeks to 48 hours.

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