( BLOG )

THINKING OUT
LOUD.

Causal Science
Apr 10, 2026
6 min read
[ 01 ]

Why Correlation Kills Growth

Most growth teams optimise for signals that look like lift. The problem is they usually aren't. Here's why correlation-driven growth compounds your mistakes — and what to do instead.

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Strategy
Mar 28, 2026
5 min read
[ 02 ]

The Growth Loop Multiplier

Linear growth is fragile. Loops compound. The difference between a business that scales and one that plateaus is usually whether its growth engine feeds itself — or just runs on spend.

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Attribution
Mar 15, 2026
8 min read
[ 03 ]

MMM Is Back (And It's Better)

Marketing Mix Modelling fell out of fashion when digital promised perfect attribution. Digital attribution turned out to be broken. MMM is back — and modern implementations are dramatically more accurate than the TV-era models most people remember.

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