Blog

Thinking in public

WEB DEVELOPMENT · 8 MIN

Server components changed how I think about data fetching

The old client-fetch-and-loading-spinner pattern was never actually the right default. Server components just made the alternative easy enough to reach for.

AI CONSULTANCY · 9 MIN

Scoping an AI project when the client doesn't know what they don't know

A client who can't fully specify what they need isn't a bad client. It's the normal starting condition, and scoping has to account for it.

SEO · 9 MIN

Why your competitor outranks you with worse content

A competitor with objectively thinner, older content sometimes still outranks a genuinely better page. The reason is rarely visible from the page itself.

AI AUTOMATION · 9 MIN

The automation backlog: how I actually prioritize what gets built next

Most automation backlogs get worked top to bottom in the order ideas arrived. That's rarely the order that maximizes value.

MEDIA BUYING · 9 MIN

The offer is doing more work than the ad account

An account optimization pass rarely moves the needle as much as fixing what's actually being offered. That's an uncomfortable thing to tell a client paying for media management.

WEB DEVELOPMENT · 9 MIN

The site audit checklist I run before taking on any client

A quick audit before a project starts catches problems that would otherwise surface mid-project, at a much worse time to discover them.

AI CONSULTANCY · 9 MIN

The line between AI consulting and AI implementation, and why it matters for pricing

These get bundled into one engagement more often than they should be, and the bundling quietly distorts the pricing and the incentives.

SEO · 9 MIN

The SEO reporting dashboard clients actually read

Most SEO reports are dense enough that a client skims the summary and never opens them again. The fix is a smaller report, not a better one.

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