Essays on the ideas underneath Margo — the honest numbers, the trust model, the failures nobody notices.
Ad platforms grade their own homework, and the grade is always generous. What the difference between reported conversions and banked revenue actually tells you — and why closing your eyes to it costs real money.
The wrong answers are “everything” and “nothing.” How we designed per-channel trust that starts at ask-first and is earned upward through reviewed work — and why irreversibility, not confidence, sets the bar.
A broken flow doesn’t throw an error — it just quietly sends nothing while the dashboard stays green. Why the most expensive email failure is the one that looks like calm, and how to catch it on a daily clock.
Essays land here as we ship. The changelog is the factual record.