I’m Perry.

I’ve spent roughly a decade working with businesses, mostly around advertising and growth, but also with websites, technology, teams, clients, and the messy parts of running a business.

That work has included brand-new small businesses and companies generating more than $100 million a year. I’ve run agencies, built projects of my own, made decisions that worked, and made some that didn’t.

I’m interested in the gap between what a dashboard says and what’s actually happening. I like testing ideas, pulling apart assumptions, looking at numbers, and asking why something worked—or didn’t.

Why write this down?

Writing forces me to think more clearly. If something I’ve noticed, researched, or learned helps someone avoid wasting time or money, even better. I want this to grow into a useful library of practical answers, honest analysis, and ideas worth revisiting.

I’ll distinguish firsthand observations from outside research and from my own interpretation. When I don’t know, I’ll say so. When I change my mind, I’ll explain why.