Blog

Thinking in public

AI AUTOMATION · 8 MIN

Building a lead-scoring automation without a data team

You don't need a model. You need eight questions and the discipline to route on the answers automatically.

AI CONSULTANCY · 5 MIN

Before recommending any AI tool, I run the same six checks regardless of what the client thinks they need.

MEDIA BUYING · 9 MIN

The instinct to double a winning campaign's budget is usually the fastest way to kill it. Here's the pacing that actually holds.

WEB DEVELOPMENT · 7 MIN

The official migration guide covers the mechanics. It doesn't cover the three decisions that actually determined how long the migration took.

SEO · 7 MIN

The instinct is always to rewrite the article. Usually the article was never the problem.

AI AUTOMATION · 7 MIN

The comparison posts all cover pricing and integrations. The thing that actually breaks at scale is something else entirely.

AI CONSULTANCY · 8 MIN

The default answer is almost always "buy," and the exceptions are more specific than most teams think.

MEDIA BUYING · 8 MIN

Each iOS update quietly erodes what platform attribution can actually see. The accounts still scaling on last-click are scaling on fiction.

WEB DEVELOPMENT · 5 MIN

A design system is supposed to make building faster. Past a certain point, maintaining it becomes the actual bottleneck.

SEO · 7 MIN

A full technical audit takes days. Most sites don't need one: they need the fifteen-minute version done correctly.

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.