A sequential diagnostic framework to prevent premature tooling decisions. It forces leaders to define the core issue and the stakeholders involved before ever touching software permissions or procurement.

"I like to first say what's the problem? Who are the people involved and what system does it impact? Usually people just jump straight to the system."

A data collection strategy that sets up infrastructure for Multi-Touch Attribution (MTA) from day one without requiring expensive third-party tools immediately. It focuses on capturing specific data points at the user-object level.

"Imagine when a user comes to your website... you store those parameters locally... as UTM first campaign, UTM last campaign. And what you do is every single time that a person comes, you replace the last campaign... with the one that's there."

A reframing of the classic 'Build vs. Buy' dilemma. Instead of a binary choice, it advocates for buying the commoditized 90% of a solution and investing engineering resources to build the custom 10% on top of it to create unique value.

"You buy the tool to get 90% of the way there and then you build the cool thing on top with the other 10%."

A counter-intuitive leadership philosophy derived from Steven B. Sample. It resists the urge to make immediate binary (black/white) decisions, instead holding a state of 'gray' (suspended judgment) for as long as possible to allow better data to emerge.

"Thinking gray is actually to not decide for as long as you possibly can before you have to decide."