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Thinking in public

WEB DEVELOPMENT · 9 MIN

Feature flags: the pattern that makes launches boring again

A launch that requires a deployment, a prayer, and someone watching the error dashboard is a launch that's harder than it needs to be.

AI CONSULTANCY · 7 MIN

How to brief an AI consultant so the first month isn't wasted

The quality of the client's opening brief predicts the engagement's timeline more than almost anything else.

SEO · 9 MIN

International SEO: hreflang without the headache

Hreflang tags have a reputation for being fragile and confusing. Most of that reputation comes from a small number of implementation mistakes.

AI AUTOMATION · 9 MIN

Rate limiting your own automations: why faster isn't always better

An automation that processes everything instantly can overwhelm the systems and people downstream of it just as easily as it can help them.

MEDIA BUYING · 9 MIN

The audience overlap tool everyone ignores

Meta's own audience overlap tool sits unused in most ad accounts, quietly explaining why several campaigns compete against each other.

WEB DEVELOPMENT · 9 MIN

The design-to-dev handoff gap that still isn't solved

Design tools have gotten dramatically better at exporting specs. The handoff still loses information that only becomes visible once real content arrives.

AI CONSULTANCY · 9 MIN

The AI literacy gap between leadership and the team actually using the tools

Leadership's mental model of what AI can do and the team's daily reality of what it actually does are often two different conversations.

SEO · 9 MIN

Why page experience signals matter more for some queries than others

Core Web Vitals get discussed as a universal ranking factor. Their actual weight in the ranking outcome varies more by query type than most guidance admits.

AI AUTOMATION · 7 MIN

The automation handoff document nobody writes

The person who built the workflow is the only one who understands it. That's fine until they're not available anymore.

MEDIA BUYING · 9 MIN

When to pause a campaign vs when to just wait it out

A campaign showing a bad first few days triggers a pause reflex. That reflex is right less often than it feels like it should be.

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