Preview
What it is.
Dave Kellogg writes Kellblog from a long run as a software CEO and board member, and the subject is how companies report on themselves. Boards, metrics, and the ways a number gets smoothed.
It's useful to a marketing leader for a specific reason: it shows you the questions being asked after you leave the room.
Posts are free and the archive is open, with no schedule announced.
What you get.
- Writing on board reporting, metrics definitions, and governance
- The board deck treated as a working document instead of a formality
- Views from the operator and board seat on the same problem
- Book reviews and industry history for context on why things are done this way
- Free access with an open archive
OUR PICKS
Editions we'd start with.
Please Don't Smooth the Metrics ↗
July 2026. On presenting numbers honestly when the trend is ugly. Start here.
The Board Deck Is the Living Board Meeting Agenda ↗
How to structure the deck your number goes into, which changes how it lands.
What Mr. Jambo and Levi's Can Teach Us About Listening to Customers ↗
Customer research argued through two stories, and it holds up.
Why I'm Joining the Board of Dreamdata ↗
His reasoning on B2B attribution as a category, which is worth reading on its own.
A Diamond in the Rough: Startup Founder Survival Guide by David Politis ↗
Representative of the review format, and a fast way to judge the writing.
Subscribe at the source.
Subscribe
Whose perspective is it?
How often does it publish?
What does a board want from a marketing update?
What counts as smoothing a metric?
How often should marketing report to a board?