Every Monday · free
The Second Order, weekly.
One teardown, one idea and one number about the order after the first. Written for founders and retention leads at DTC brands. Five minutes, every Monday, starting October 12.
What an issue looks like
Four parts. Five minutes.
Each issue carries its own evidence grade, the same way every figure on this site does. Worked examples are labelled as examples.
One brand’s sixty days after the first order, scored on twelve checks.
One piece of the method, from the books, in two hundred words.
One figure worth knowing, with how it was measured.
Something you can do on your own account before Friday.
No daily email
Monday, once. If a week has nothing worth sending, you get nothing that week.
No countdowns
No launch sequences, no timers, no affiliate links.
One click to leave
And the books stay free and ungated whether you join or not.
Until Monday
Start with these.
The Second Order
Turning first-time buyers into second-time buyers. Free, no form.
Read it → ScorecardScore your second order
The twelve teardown checks, on your own brand, in three minutes.
Score it → CalculatorRetention Leak Calculator
What your one-and-done customers are worth, from three numbers.
Run it →