Field notes
Short observations on campaign work, customer evidence and operating decisions. Each note links to a deeper explanation, working reference or relevant service.
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| Title / summary | Type | Published | Read |
|---|---|---|---|
What the delivery layer behind an AI service needsThe operating contract matters more than the headline retainer: context, review, ownership and escalation must survive month two. By Ruslan Galba Continue reading | Field note | 3 min | |
Review landed cost with current customs evidenceCalculate SKU-level duty and fulfillment exposure from the applicable jurisdiction and date before repricing. By Ruslan Galba Continue reading | Field note | 2 min | |
Choose distribution for the launch, not the sloganAn existing audience and a marketplace can play different roles in one launch; separate the channel from the creator's claim. By Ruslan Galba Continue reading | Field note | 1 min | |
Make original operating evidence part of the copyUse specific decisions, failures and source material to support the judgment behind the output. By Ruslan Galba Continue reading | Field note | 1 min | |
Define the buyers before choosing the creator channelA precisely described customer group is more actionable than the total size of the creator economy. By Ruslan Galba Continue reading | Field note | 1 min | |
What broke during an AI-assisted ad-operations trialA useful retrospective names the failures, guardrails, authorized actions and unresolved risks—not only the successful save. By Ruslan Galba Continue reading | Field note | 2 min | |
The handoffs behind an AI receptionistDefine routing, write-back and human escalation before treating an answered call as a booked job. By Ruslan Galba Continue reading | Field note | 1 min | |
Calculate first-order contribution before scaling acquisitionUse your own AOV, costs and CAC; the worked example is a scenario, not a DTC benchmark. By Ruslan Galba Continue reading | Field note | 2 min | |
Separate reported agency restructuring from the operating-model argumentUse sourced dates and consistent headcount denominators before drawing lessons about AI or delivery architecture. By Ruslan Galba Continue reading | Field note | 1 min | |
Connect acquisition to retained revenueInventory renewals, aggregation rules and cohort reporting before optimizing to the easiest event. By Ruslan Galba Continue reading | Field note | 2 min |