Mitchell MillerAnswer the actual need.
A dedicated private-lesson page with price, group size, instructor details and a clear booking path.
Mitchell Miller / Working notes, made interactive
Think it through.
Then try it.
Strategy is easier to understand when you can move the pieces. Three working explorations from the way I build search, content and measurement systems, plus a free population workbench. Each describes its assumptions and limits.
Open the experiments ↓Free tool
Build your own simulated population — free tool
Filter 39.5 million Californians from public Census microdata, compare a verified UBI policy model with an assumption-driven reach scenario, draw attribute-only personas and export a self-contained report. It runs entirely in your browser and labels every number as observed, calculated, simulated or assumed.
01 / Read the intentWhere someone is.
Strategy modelWhere someone is.
Where they want to go.
A destination in the query tells you something valuable. Move the searcher and see which signals stay the same.
SEARCHERConnecticutCurrent location
private surf lessons WaikīkīDestination + service choice
DESTINATIONWaikīkī, HawaiʻiNamed in the query
The search names Waikīkī. A searcher in Connecticut still expresses interest in that destination.
Make the business easy to choose.
A complete Waikīkī business profile with the lesson offering, meeting point, current photos and relevant reviews.
This is a strategy explorer, not a live search-results preview. The mix of Maps, organic pages and directories varies by query and context. Google’s local-ranking guide ↗
02 / Make the evidence usefulA big percentage.
Recorded SFC dataA big percentage.
The complete picture.
Explore SFC Surf School’s search growth, then change the inputs to see why the baseline belongs beside the headline.
Explore
Search clicks · 28-day comparison+980%
Change from the previous period
554
Absolute change+49
clicks
Current ÷ previous10.8×
Previous period’s volume
Comparison length28 / 28
Days in each measured window
Readout → decision
Visibility increased over two comparable windows.
Google Search Console recorded 54 clicks versus 5, and 1,652 impressions versus 470. Both windows cover 28 days. Those are measured changes in Google Search activity.
Source: SFC Surf School’s Google Search Console, reviewed September 10, 2026. August 12–September 8 vs. July 15–August 11. Percentage change = (current − previous) ÷ previous × 100. This comparison alone does not isolate the effect of any one site change.
03 / Design the systemOne useful model.
Working architecture demoOne useful model.
Many better experiences.
Follow the architecture from source records to customer actions. Then edit a shared field and see reuse happen.
Based on Dignity Health location system
Location-page template with reusable service and contact fields
Consistent location data becomes useful pages and measurable patient actions.
Explore the case studyTry the reusable fieldChange it once.
Change it once.
See it travel.
A shared value feeds three sample outputs. A local override lets one experience differ without duplicating the whole template.
Edit this field to update the connected outputs.
Primary careFind an appointment Shared field
Urgent careFind an appointment Shared field
CardiologyFind an appointment Shared field
This interactive explains methods from the linked portfolio case studies. The three sample outputs demonstrate field reuse; they are not a production CMS, client record set or measurement of time saved.