Building in public · Launching soon
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. Built from the same thinking, sharpened for the work.

First files in the queue
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.
Status: in draft
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.
Status: in draft
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.
Status: planned
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.
Status: planned

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