Why trust winsFrom one friend to another: why we built frndly
Why a recommendation between friends is the marketing local businesses cannot see, and what we built to change that.
July 2, 2026 · 4 min readNotes on trust, word of mouth, and local business.
Practical thinking on trust, word of mouth and what local marketing can learn from friends.
Why trust wins
Why a friend's word still beats an ad, and what gets lost between a recommendation and a customer walking in.
Why trust wins
Why trust winsWhen five stars stop meaning anything
Reviews are easy to fake and creators speak to thousands. What a Vouch from one friend does differently.
July 16, 2026 · 4 min read
Why trust winsWhy a neighbour's word travels further than an ad
What a recommendation from someone nearby has that an advertisement cannot borrow.
July 30, 2026 · 4 min read
Why trust winsBetween "you should go" and walking in
Plenty of recommendations never become a customer. Why, and what could close the gap.
September 24, 2026 · 4 min readLocal business
Practical thinking on marketing, thank-yous and Rewards for the people who run Spots.
Local businessFour questions to ask before you spend on marketing
Four plain questions that show what your marketing is really doing.
August 13, 2026 · 4 min read
Local businessPay only when it works: the case for it, and its limits
The upsides and the limits of paying per sale instead of paying upfront.
September 10, 2026 · 4 min read
Local businessHow to thank the people who send you customers
A thank-you that costs almost nothing and is remembered for a long time.
October 1, 2026 · 4 min read
Local businessA Reward that feels like a thank-you, not a price cut
How to choose a Reward that fits your Spot and your margins.
October 1, 2026 · 4 min readLove local
For anyone who loves a good local place and wants to be the friend who knows where to go.
Love localHow to be the friend who always knows a good Spot
A few habits that make your recommendations the ones people follow.
August 13, 2026 · 4 min read
Love localWhat makes a Spot worth Vouching for
A simple test for the places you put your name behind.
September 10, 2026 · 4 min read
Love localHow to build a Circle you actually trust
Why a smaller, well-chosen Circle gives you better picks.
September 24, 2026 · 4 min read
Love localFive small ways to back the places you love
Support for local places does not have to cost more.
August 27, 2026 · 4 min read