The Aperture Method

Insights

Plain thinking on running a business by the numbers.

Practical articles on pricing, customers, and using the data you already have to decide — no jargon, no hype. If you read one, change one thing, and never hire us, it did its job.

What we write about

Know Your Numbers

Diagnostics, profit, pricing, and the data behind good decisions.

Know Your Customers

Segmentation, retention, and where the next customers are.

Practical AI & Modernization

AI and technology, framed by what they do — not the hype.

Deciding & Growing

Prioritization, roadmaps, and making strategy stick.

The Owner's Seat

Family business, succession, and professionalizing — the human side.

Know Your Numbers

Where do you actually make money?

Most owners can tell you their revenue to the dollar. Far fewer can tell you which products, customers, and locations actually earn it — and that gap is where good businesses quietly lose money.

July 2026 · 6 min read

Know Your Numbers

Revenue is not profit: the number most owners track wrong.

July 2026 · 3 min read

Practical AI & Modernization

What can AI actually do for a business like mine?

July 2026 · 3 min read

In Focus

One practical idea for your business, about once a month.

A short note from Fenwick — one idea you can use, one number worth knowing, one link worth your time. No spam, unsubscribe anytime.