Shipping in public · v0.1 and iterating
Uncommon Files

Working tools, not
think pieces.

The essays on Thinking make the argument. Uncommon Files is where the argument becomes operational: the templates, audit checklists, calculators, and operating tools you can put on a screen in front of your team on Monday morning. Files ship at v0.1 the moment they're useful. I iterate in public. Feedback from subscribers shapes the next version.

The working library: v0.1 and beyond
01
Audit Checklist
The Cost Per Decision Diagnostic
A one-page checklist a CMO can run with their team this week. Three diagnostic questions, the data sources required, and the signal gaps to look for. Built from the Cost Per Decision essay.
v0.1, shipping this week to newsletter subscribers
02
Working Template
The Signal Audit Worksheet
The companion working file to the 2026 Signal Architecture Framework. The cells, the formulas, and the cohort logic in one spreadsheet a team can actually fill in.
v0.1 in active use, shipping next
03
Calculator
Value-Based Bidding Margin Modeler
A model that converts your product-level margin data into the conversion-value signal Performance Max actually optimizes against. Built from the lessons in the VBB-on-margin migration described on the About page.
In build · Q3 2026
04
Operating Tool
The Morning Drive Output Spec
The blueprint behind Kyle's Daily Morning Drive: the prompt architecture, signal inputs, and output template that turn overnight Google Ads activity into a plain-English brief.
In build · Q3 2026

Get the working version, not the polished one.

Most consultants ship perfect, six months late. Uncommon Files ships v0.1 the moment it's useful, and iterates in public based on how subscribers actually use it. The first file lands in your inbox this week.

Get the working files → Or get the Framework first