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Thinking in public

FEATURED · WEB DEVELOPMENT · 7 MIN

How this site was built: The Thread, a performance budget, and Next.js 15

A teardown of nikunjchugh.com — the design concept, the token system, and why the animation is allowed to exist only because it costs nothing.

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AI AUTOMATION · 6 MIN

After auditing dozens of operations, the profitable automations cluster in the same three places — and the failed pilots cluster in three others.

MEDIA BUYING · 5 MIN

Platform-reported ROAS is a negotiation, not a measurement. Here's the small stack of numbers that survive contact with your P&L.

Next step

A 30-minute discovery call. You bring the numbers, I'll bring the questions. If I'm not the right fit, I'll tell you who is.