The Baseline Conversion Trap: Why Your A/B Test Baseline Is Already Wrong
How denominator and time-window mistakes distort experiment baselines, with an illustrative worked example and a framework for sizing under uncertainty.
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Free Learning · Better Decisions Make Growth Decisions
Make Growth Decisions
You Can Defend
Know what to test, when to trust the result, and what to do next. Practical guides for analysts, growth teams, and founders.
The 200-Line Limit: Why Vibe-Coding Solo Apps Needs A Hard Architecture Constraint
Clean code in the AI era is about context window management. No file over 200 lines, ever. Here's why that rule doubles shipping velocity.
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Why Smart Operators Fail To Ship: The Hidden Mechanics Of Non-Execution
Most non-execution is risk management in disguise. The fix: cut scope until shipping becomes the path of least resistance.
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The Hidden Economics Of $300-$500 Expert Calls (And Why Most People Misprice Themselves)
Expert call pricing isn't about your rate — it's about selection frequency in a matching market. Here's the math most people miss.
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Why Some Countries Produce Unicorns And Others Don't: The Hidden Constraints Most Founders Miss
Unicorns aren't created by talent. They're created by systems that allow long-term compounding. Five constraints quietly decide the ceiling.
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Why Most Recession Forecasts Fail (And The Small Set Of Indicators That Actually Matter)
Most recession forecasts fail because they treat deterioration as breakdown. Track income, spending, and credit — ignore everything else.
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Why Your "Unique Visitors" Funnel Is Lying To You (And What To Do Instead)
When breakdown rows exceed total users, you're seeing overlapping populations, not a funnel. Here's why dashboards fail and how to fix it.
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The Productivity System That Makes Smart People Less Productive
Smart people build systems that optimize storage instead of throughput. Here's why organization backfires and constraint-based execution wins.
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How AI Fit an NRG Workflow That Became Roughly 40% Faster
A first-person NRG estimate: analysis moved from roughly eight to five hours after AI-assisted steps, without isolating AI as the cause.
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The Behavioral Economics Playbook for Conversion Optimization
How to turn behavioral principles into testable conversion hypotheses while accounting for context, ethics, and replication limits.
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Behavioral Economics After the Replication Crisis: Trust But Verify
Behavioral economics is powerful, but the field has had a reputation crisis.
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Build What You Use: The Founder's Unfair Advantage in the AI Era
The best products come from founders who use their own product every day.
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The Data Analyst's Role: From Numbers to Decisions
A data analyst's real job is not producing dashboards. It is helping stakeholders make better decisions with data.
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Data Storytelling: How to Present Analytics to Executives Who've Never Seen the Data
Lessons from presenting experimentation evidence to executives at NRG and SVB, from decision framing to financial assumptions.
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Decisions with Incomplete Data: The Real Job of an Experimentation Lead
Most experimentation advice assumes perfect statistical significance. Here is how to make the best decision when the data will never be complete — a…
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Double Down But Diversify: The Case Against Single-Channel Growth
When something works, double down. But never become dependent on a single acquisition channel.
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The EBITDA Impact Model: How I Tied Every Experiment to Business Outcomes
How Atticus Li used NRG Energy's internal EBITDA impact model to translate test-window evidence into assumption-labeled financial estimates.
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Enrollment Flow Optimization: 5 Experiments with $1M+ in Projected Annual Impact
Five historical NRG enrollment experiments with internally reported test results and $1M+ in modeled annual impact—not externally audited revenue.
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Experimentation Teams Should Operate Like Internal Consultants
How an internal-consulting model changes an experimentation team’s role, with outcomes to measure rather than a promised performance advantage.
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From SVB to NRG: What Enterprise Marketing Analytics Actually Looks Like
Lessons from leading marketing analytics at SVB and NRG, including measurement systems, geo tests, and executive decisions.
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What an SVB OOH Geo Test Did—and Did Not—Prove
SVB OOH geo test: treatment markets grew, but the Seattle control grew faster, so the result did not establish causal lift.
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Jobsolv at 35K Users: What $0 Current Paid Acquisition Means
A July 2026 Jobsolv snapshot: 35K+ users, $80K+ total revenue, $0 current paid acquisition, earlier paid tests, and explicit cost limits.
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Managing a 27-Person Roster as a Solo Founder with a Full-Time Role
How Atticus Li managed a 27-person Jobsolv roster across the build, with up to 22 active in a week, while working full-time at NRG Energy.
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Multi-Brand Experimentation Governance: Running 100+ Tests Across 5 Energy Brands
How Atticus Li governed 100+ annual tests across five NRG Energy retail brands, with explicit rules for stopping, collisions, prioritization, and evidence.
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