Why We Must Publish Our Work, Even When It Feels Too Basic

When I see teams debating over the right call tracking number or sharing tips in Basecamp threads that never see the light of day, I’m reminded of a simple truth: if it isn’t published, it doesn’t exist. Documentation is about making decisions visible so the next person doesn’t waste time relearning what we already solved.

The Ad Astra Softwash Lesson

Recently our team was helping Toby Surber at Ad Astra Softwash connect Facebook Ads to CallRail. Toby always told customers to call his main line, (913) 620‑1000, so that’s the number we used in our ads. The problem was that CallRail only tracks calls to the tracking line. Daniel pointed out we should use the tracking number (913) 361‑6289 that forwards to Toby’s main line. Luke asked if that might confuse customers and whether the numbers should match. Those are fair questions, but this exchange dragged on for days because the process lived only in a private thread.

When we finally documented the fix — “Use the CallRail tracking number in ads; it forwards to the main line so we can record and analyze call quality” — the problem disappeared. Anyone joining the project can see what we did and why. CallRail itself exists to make this kind of analysis possible, letting us trace calls back to their source and adjust budgets based on real conversations.

Why Documentation Matters

The bigger issue wasn’t the phone number; it was visibility. When processes live in email or DM threads, they get lost. Publishing even a one‑minute note turns that hidden knowledge into an asset that compounds across projects. Our 9 Triangles framework teaches that communication, accountability and optimization are essential for momentum. Documentation covers all three: it tells others what happened, who owns the next step and what we learned from it.

Documentation doesn’t require a fancy SOP. A short paragraph summarizing the situation, the decision and the reasoning is enough. Over time those snippets become a library of micro‑wins that new team members can search instead of starting from scratch.

MAA in Practice: Turning Metrics Into Action

MAA — metrics, analysis, action — sits at the heart of the 9 Triangles. Without metrics there’s no analysis; without analysis there’s no meaningful action. We use weekly MAA reports to keep clients moving forward. For example, when we onboarded Star Heating & Cooling in Fishers, IN, the first week’s metrics showed 19 booked calls: 13 from existing customers, three from the Google Business Profile, two from the website and one from Facebook. Analysis revealed that GMB was the primary driver of new customers, while PPC and local service ads were barely running. The action was clear: spin up PPC and LSA campaigns so we weren’t relying solely on organic calls. That simple publish-and-review loop ensures we’re always aligning efforts with results.

Other Wins From the Field

Publishing small process wins isn’t unique to Ad Astra Softwash. Here are a couple of examples from other clients:

• Star Heating & Cooling call handling – In our weekly reports we discovered that 40 % of new customer calls weren’t converting into booked jobs. Analysis showed that many calls were going to voicemail, call answering hours didn’t match peak call times and some CSRs weren’t trained to handle HVAC repair inquiries. After documenting these insights and retraining staff, call conversion improved and the team had a reference for how to fix similar issues in the future.
• Guarantee Roofing & All About Pressure Cleaning – When we hand‑built over 50 local citations for a roofing company, we wrote up a quick note explaining why consistent NAP listings matter: they boost local search visibility and build trust with search engines. Updating the address across directories helped Star Heating & Cooling in Fishers, IN get more qualified calls. The same principle lifted All About Pressure Cleaning into the Local Pack in Pompano Beach. Those wins were only repeatable because we documented exactly which citations we claimed, how we formatted the listings and what changes we saw.

Connecting the Triangles: GCT, CID, DDD and LDT

The 9 Triangles is how we run the company.

• Goals, Content, Targeting (GCT) – Every piece of documentation should state the goal (why we’re doing it), provide context (what happened) and identify who benefits. If the goal is to increase qualified calls, document which channels you’re testing and how they ladder up to that goal.
• Communicate, Iterate, Delegate (CID) – Communicate openly about what you’re working on, iterate based on feedback and delegate when you can’t finish. Publishing your work is part of communication — it tells others where you are and invites collaboration.
• Do, Delegate, Delete (DDD) – When tasks come in, either do them, delegate them or remove them. Publishing the process allows the person you delegate to to follow your steps without guesswork.
• Learn, Do, Teach (LDT) – Once you’ve learned something and done it yourself, teach it. Turning your learning into a published post not only helps others but reinforces your expertise.

For more on how to implement these triangles in your own workflows, check out our guides on the 9 Triangles framework, how to do MAA like a pro, and the #1 VA mistake and how to avoid it.

Make Publishing a Habit

The hesitations I hear, “It’s too basic,” “Everyone already knows this,” “I’ll share once it’s polished” are just excuses. Publishing isn’t about showing off; it’s about building a shared brain. Even a brief note about swapping a phone number can save hours for the next person. If you want to demonstrate expertise and build trust with clients, publish your processes and results.

That’s how we compound learning across hundreds of clients and dozens of teammates. Next time you fix a small issue, write it up. Next time you learn something on a call, publish it. Next time you see confusion repeat, create a post about it. And if you want to see how documenting small wins in call tracking can translate into real business, take a look at Toby’s work at Ad Astra Softwash and our broader library of case studies.

Call to Action

Think of the last time you solved a problem or uncovered a quick win. Did you publish it? If not, do it today. Use our MAA framework to outline the metrics, analysis and action. Link it to the relevant triangles. Then share it in the appropriate client folder or internal group. By making your learning visible, you not only speed up your own growth but lift everyone around you.

Remember: if it isn’t published, it doesn’t exist.