Articles – Spark The Click

Cargo Cult Marketing: What’s actually making the planes come

Most businesses aren't doing marketing. They're performing a ritual - and wondering why the revenue gods aren't responding. This pattern was coined by anthropologists in 1945, and it describes modern marketing strategy more accurately than anything written since.

Andrey LukashovMarch 8, 2026

Dispatches

Your biggest fans are the reason you’re not making enough money

A thousand fans will out-comment, out-share, and out-engage any paid campaign. They'll also buy less - collectively - than a handful of strangers who found your product on the right day. The creator economy doesn't advertise this part. This article does.

Andrey LukashovFebruary 26, 2026

Foundations

“If they want it, they’ll buy it” – True. But not from you.

The belief that good work finds its own audience is the most expensive thing a maker can hold. Because the sales that didn't happen leave no evidence. But the reason is always the same - and it has nothing to do with quality.

Andrey LukashovFebruary 23, 2026

The Vault

🔒 Indie game email system: a complete blueprint

The exact email strategy - phase by phase, email by email - that turns a cold indie launch into a controlled explosion. Works for every game, every DLC, every major update.

Andrey LukashovFebruary 16, 2026

Dispatches

Why great games make less than $1,000 (and the 2-hour fix most devs skip)

You can make the most incredible game anyone's ever seen. But if nobody shows up on launch day, Steam's algorithm will bury it before the week is out. Here's what the devs who survive that window do differently.

Andrey LukashovFebruary 15, 2026

Dispatches

From Portfolio to Feed: How metrics shape culture

You’ve seen this movie before. First Facebook, then Instagram, now ArtStation. Here is why every platform eventually betrays its users, and how to stop building your castle on rented land.

Andrey LukashovFebruary 11, 2026

Foundations

Content Extinction: How to stay visible when bots own the feed

Thousands AI bots are pumping content 24/7, and algorithms reward them because engagement is engagement. You can't win that fight. But there's one communication channel where bots can't wreck your business.

Andrey LukashovFebruary 3, 2026

Foundations

Digital Sharecropping: why you don’t fully own your business

Thousands AI bots are pumping content around the clock, and algorithms reward them because engagement is engagement. You can't win that fight. But there's one communication channel where bots can't reach the audience.

Andrey LukashovFebruary 2, 2026