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Thinking in public

WEB DEVELOPMENT · 9 MIN

Why TypeScript strict mode is worth the initial pain

Strict mode surfaces a wave of type errors the moment it's enabled. That wave is the whole point, arriving all at once instead of one bug at a time.

AI CONSULTANCY · 9 MIN

Why 'AI-powered' is doing less work in vendor pitches than it used to

The phrase used to signal something. Now it's closer to a checkbox, and evaluating past it requires a different set of questions.

SEO · 8 MIN

The content brief that actually helps a writer rank

Most SEO content briefs are keyword lists with a word count attached. The briefs that actually produce ranking content look different.

AI AUTOMATION · 8 MIN

When human-in-the-loop becomes human-in-the-way

A review step added out of caution can quietly become the bottleneck that makes the whole automation pointless.

MEDIA BUYING · 9 MIN

The math behind a realistic testing budget

Most accounts underfund creative testing badly enough that the results were never going to be statistically meaningful in the first place.

WEB DEVELOPMENT · 9 MIN

The dependency update that breaks production on a Friday

Automated dependency update tools are genuinely useful and, left unsupervised, have a specific talent for picking the worst possible moment to introduce a breaking change.

AI CONSULTANCY · 9 MIN

The post-mortem every AI project needs, win or lose

Post-mortems happen after failures. The projects that actually improve run them after successes too, and ask harder questions than usual.

SEO · 9 MIN

Featured snippets: still worth optimizing for?

AI-generated answer summaries have changed the search results page enough that the old featured snippet playbook needs a second look.

AI AUTOMATION · 6 MIN

Testing automations before they touch real customers

Testing on clean sample data catches almost nothing. The failures that matter only show up against real-world mess.

MEDIA BUYING · 7 MIN

Why B2B paid social plays by different rules than D2C

Applying a D2C playbook to a B2B account produces frustration on both sides, because the underlying purchase behavior isn't comparable.

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