The event schema you cannot unship
Renaming a property in week twelve is a political act. A taxonomy is a promise to every dashboard that already exists.
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Notes we were willing to sign.
These essays come out of sittings at the desk. They are not a content calendar. If a piece feels like a sales letter, we failed.
Why 30-day retention lies after a rebrand
New bundle IDs, new identity graphs, and the polite fiction of a continuous series.
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Reading empty cohorts without panic
A small method for when the heatmap is blank and the Slack thread is not.
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Session replay is not a metric
Watching a stranger tap through onboarding can be illuminating. Counting those watches is a category error.
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