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Notes from the work

Founder notes, growth systems, and the decisions behind the daily work

A working notebook for what I am learning across paid acquisition, company building, funnels, and the commercial reality behind the dashboard.

What being a founder taught me about performance marketing article cover
Founder NotesAugust 20266 min read

What being a founder taught me about performance marketing

The ad account is only one part of the growth system. The founder's seat taught me to look at cash flow, sales, delivery, and customer trust together.

Rio Catur Adi SaputraRio Catur Adi SaputraFounder and growth practitioner
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ROAS is a signal, not a growth strategy article cover
PerformanceAugust 20265 min read

ROAS is a signal, not a growth strategy

A strong number can hide weak incrementality, low margin, poor lead quality, or a funnel that depends too heavily on existing demand.

Rio Catur Adi SaputraRio Catur Adi SaputraFounder and growth practitioner
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Where growth usually leaks before you scale spend article cover
Growth SystemsAugust 20267 min read

Where growth usually leaks before you scale spend

More budget rarely fixes a weak offer, tired creative, broken tracking, or a sales process that cannot convert demand fast enough.

Rio Catur Adi SaputraRio Catur Adi SaputraFounder and growth practitioner
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