Second Order Club

Field notes for DTC operators · Series 01

The money is inwhat happens next.

Conversations and field notes for operators who understand the ripple.

Enter the archive
Issue001
First transmission

The landing page changed the unboxing

The thesis · 01

A small move
doesn’t stay small.

Change the landing page and you change the promise. Change the promise and you change the unboxing. Change the unboxing and you change the story your customer tells next.

  1. 01Landing page
  2. 02Expectation
  3. 03Unboxing
  4. 04Word of mouth
  5. 05Second order

Recovered documents · Vol. I

From the archive

Operator thinking, excavated one consequence at a time.

Field note001

The landing page changed the unboxing

Open document

Operator memo002

Your returns policy is a product feature

Open document

Transmission003

The first order is only the opening move

Open document