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The Last Mile

The last mile of shipping: distribution, GTM, and pricing for people who'd rather build than market. Weekly.

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Organic social isn’t optional anymore. It’s how you get positioned.

I watched Clay’s playbook for dominating a category with narrative and here is my take on this. Part 1: fit, taste, and going all-in on one channel.I watched a video from Clay’s social lead this week "This is how we dominated the market" and couldn’t shake it. WSJ covers companies paying up to $270K for “storytellers.” The timeline does what the timeline does: laughs. Then Peter walks through how Clay used narrative as a real GTM edge and grew hard without a dollar of ad spend for years. Full video (worth the 11 minutes):https://www.youtube.com/watch?v=Pdhgu9U4g_II’m splitting his five moves across two issues of this newsletter. This week: the first three -> the ones that decide whether organic social can even work for you. Next week: four and five -> owning the future of your category, then stamping that story into every surface.Because here’s the bet for the next few months: Building keeps getting cheaper. Feeds keep getting noisier. Paid keeps getting auctioned up.

Sep 17, 2026

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3 min read

Organic social isn’t a channel. It’s a buying signal (if you instrument it).

On August 25 I posted that Zernio crossed $3.00M ARR in 13 months. Eight people. Fully bootstrapped. Based in Spain. Six months earlier: this was a one-person company at $12k MRR. So I wanted to make an analysis of how an organic social channel generates traffic to your project.

Sep 9, 2026

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3 min read

What a view costs and how to handle with it

Ask any advertiser what a thousand impressions cost them and you'll get a number to two decimals. Ask someone who posts organically and you'll get a shrug. Not because it's free. Because the invoice never arrives — nobody bills you for the Tuesday night you spent editing. So we ran it against 36 million posts and sent the invoice ourselves. It's worse than you think, and the fix isn't the one you're expecting.

Aug 12, 2026

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6 min read

Social media is a lottery. Here's the real ticket math from 36 million posts.

We run a social media API. 36 million posts have flowed through accounts connected to our platform — Instagram, TikTok, Facebook, YouTube, LinkedIn, X, Threads and more. We sync the performance data for all of them. So we can answer questions the gurus can't. Not with vibes. With the full distribution. Here's the first answer, and it's the one nobody selling you a course will say out loud:

Jul 29, 2026

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6 min read

Welcome toThe Last Mile

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Subscribe to our weekly newsletter

Organic social isn’t optional anymore. It’s how you get positioned.

Organic social isn’t a channel. It’s a buying signal (if you instrument it).

What a view costs and how to handle with it

Social media is a lottery. Here's the real ticket math from 36 million posts.

The Last Mile

Powered by Zernio

Welcome to
The Last Mile