Major Tom

A huge thanks to our brilliant team and the amazing clients and partners who made this possible. These wins are for all of us.

For 25 years, John Blown has been a volunteer heli-rescue member with North Shore Rescue, participating in nearly 1,000 missions. But what does he do for his day job? He applies those same principles of clarity and commitment to leading our digital agency, Major Tom. Watch for his take on the leadership principles that thrive in any environment.

You approved the ad. But your customers might see a different version. And if they don't like it, your brand gets the blame. Over the weekend of October 17, that's what happened to Bookshop.org. The company, which doesn't use AI-generated artwork, found itself facing public criticism after an ad appeared featuring AI-altered creative. Some people even called for a boycott. The catch? Bookshop.org hadn't approved the changes. According to the company, a Meta account update had opted it into new advertising features, allowing its ad creative to be altered without its knowledge. But customers didn't see any of that. They saw a brand they trusted doing something they didn't expect, and held it accountable. It's a reminder that approving your ad creative isn't necessarily the same as controlling what goes live. When was the last time your team checked what's actually running, rather than just what was approved? https://lnkd.in/edexmxKe/?utm_campaign=MT_LINKEDIN_STANDARD_TRAFFIC_CLARITY-CAMPAIGN&utm_source=linkedin&utm_medium=paid&utm_id=982800563&hsa_acc=503239764&hsa_cam=982800563&hsa_grp=662904463&hsa_ad=1592228623&hsa_net=linkedin&hsa_ver=3

Last year, the businesses that leaned hardest on paid social saw their bounce rates rise and their conversions fall (Contentsquare). More bought traffic, worse results. It runs against instinct. When conversions stall, buying more traffic feels like the one lever you control. But on a site with unresolved friction, it's the fastest way to make things worse: you're paying to send more people into the same dead buttons and broken forms, and they leave with a slightly worse opinion of you. That cost is bigger than most teams expect. We've seen sites lose 30% or more of their sessions to form errors alone, revenue they'd already paid to acquire and then lost at the door. What would recovering even part of that add to your bottom line this quarter? https://lnkd.in/eKq9X4Wm/?utm_campaign=MT_LINKEDIN_STANDARD_TRAFFIC_CLARITY-CAMPAIGN&utm_source=linkedin&utm_medium=paid&utm_id=982800563&hsa_acc=503239764&hsa_cam=982800563&hsa_grp=662904463&hsa_ad=1584225623&hsa_net=linkedin&hsa_ver=3

Your website talks to more customers than anyone on your team, works 24/7, and knows the whole catalogue. You'd never leave a salesperson like that uncoached. But a website with no improvement plan is exactly that.

Most AI advice right now is "do more, faster." Ours is a little different. When the tools are the same for everyone, the advantage moves to the things they can't automate: a clear point of view, distinctive craft, and the judgment to know what your numbers really mean. When everyone can make three times the content, more content stops being the edge. Here's the fuller argument: https://lnkd.in/e-XBBMRy/?utm_campaign=MT_LINKEDIN_STANDARD_TRAFFIC_CLARITY-CAMPAIGN&utm_source=linkedin&utm_medium=paid&utm_id=982800563&hsa_acc=503239764&hsa_cam=982800563&hsa_grp=662904463&hsa_ad=1522074993&hsa_net=linkedin&hsa_ver=3