Start from a real problem
Every product began in growth work: a test nobody could read back, a ROAS number nobody trusted, a call nobody answered.
Product labGrowth practice
The growth function, built as infrastructureinfrastructure.a system.an instrument.a science.
We build tools for the parts of growth that are hard to see: whether the spend was incremental, what a test was meant to prove, which calls went unanswered, and where the hours went.
01 · Products
Instruments built from practice.
Four surfaces of the same habit: make the work (and the spend) legible.
Live
AI receptionist
Right On Call
Boutique voice AI for Ontario home-service shops. Keep your number. Never miss the job.
Learn moreLive
Focus timer
deepstint
ADHD-first Pomodoro and time tracking. Type a task, hit Enter, you are focusing. The day ends with an honest record, not a score.
Learn moreBeta
Experiment ledger
Marketers Lab
Records what you believed, what you predicted, and what the ad account did. Then joins them, because the campaign names carry the link.
Learn moreIn the lab
Measurement suite
Incrementality
Strip organic credit out of platform-reported numbers. Incremental CAC and ROAS, plus the channel matrix to use before a holdout.
Learn moreHow the lab works
Built from the work, used before it ships.
Build the smallest instrument
We build the smallest thing that fixes it. AI does the repetitive work, and people keep the decisions.
Use it before it ships
Each product runs in our own work first. When it goes out, we say plainly what stage it's at.
02 · Lab notes
Writing from the practice.
Measurement, experiments, and where AI belongs in operating work.
Platform ROAS is a story the platform tells about itself
Contribution margin is the number we manage to. Why the ad account's ROAS can't be that number, and what we look at instead.
September 2026 · 4 min read
Campaign names should carry the hypothesis
If the ad account can't be read back into the experiment that produced it, the learning dies in a spreadsheet.
September 2026 · 4 min read
Put the model where the work breaks
A catalog that resets daily, a missed call that is a lost job, a test that should make the next one smarter. Where AI earns a place in operating work.
September 2026 · 3 min read
A missed call is a lost job
In home services, the customer who reaches voicemail calls the next shop. Why Right On Call is built around the number a shop already has.
September 2026 · 3 min read
Starting is the hard part
Most productivity tools are built for people who have already started. deepstint is built for the moment before.
September 2026 · 3 min read
03 · Practice
The same thinking, on your team.
We take on a small number of growth engagements. The products are the case studies.
Fractional growth leadership
Set the north star, the measurement contract, and the weekly operating rhythm, then run it with the team.
eCommerce and growth marketing
Acquisition, merchandising, and creative testing for brands where contribution margin is the number that matters.
AI workflow design
Models placed where a workflow breaks today, drawn from retail, DTC, and home-service work already in production.
Start a conversation
Talk with us.
A question about a product, a measurement problem, or growth work on your team. A few lines is enough.