We built a new performance-focused content property as a small-team experiment: can a handful of people, with the right systems, produce output that looks like a much bigger company?
Turns out: yes.
What we built (without giving away the playbook)
A lightweight "content → discovery → decision" engine that:
- publishes content at scale without feeling mass-produced
- organizes products into clean, intent-driven layouts
- continuously improves pages based on behavior
- tracks everything end-to-end
The first 30 days:
- 91,281,503 impressions
- 1,331,181 pageviews
- 15,197.41% growth
Why it worked
Not because we worked more hours. Because we designed for leverage:
- Systems over sprints — build once, benefit daily
- Automation over busywork — humans do judgment, software does repetition
- Feedback loops over opinions — ship → measure → improve → repeat