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 Strategy

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 Strategy

“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

--- Dispatches Strategy

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 Strategy

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 Strategy

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 Strategy

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

--- Dispatches Strategy

Skip the blah-blah: Why your welcome needs a soul

27/30 brands send the exact same soulless welcome message and lose 89% of their engaged audience between email one and email five. The damage is invisible, the fix takes an hour, but most businesses will never do it.

Andrey LukashovJanuary 31, 2026

--- Foundations Systems & Ops

Nobody gets $42:1 ROI by sending “Newsletters”

Email supposedly delivers $42 for every $1 spent - but most business emails are garbage. Why so? Because a small group does it so well they're dragging up the entire industry average. The difference? 4 pipelines most businesses don't even know exist.

Andrey LukashovJanuary 15, 2026

--- Foundations Systems & Ops

Stop flying blind: The real way to track email revenue

Most ESPs are built for sending emails, not running a business. If you’re tired of meaningless open rates and hunting through Google Docs to find what actually worked, here is the exact system I use to manage email revenue across multiple clients.

Andrey LukashovDecember 3, 2025