Blog

Thinking in public

AI AUTOMATION · 9 MIN

Why most automation pilots die in month two

The pilot works in the demo, gets approved, and quietly stops being used by week six. The failure mode is almost always the same.

AI CONSULTANCY · 9 MIN

Why your AI roadmap should have three items, not thirty

The roadmap decks I get handed are almost always too long to be useful. Length isn't ambition, it's avoidance.

MEDIA BUYING · 7 MIN

Why creative testing velocity beats creative genius

The account that ships six mediocre ads a week beats the account that ships one brilliant ad a month, almost every time.

WEB DEVELOPMENT · 6 MIN

Core Web Vitals as a design constraint, not an afterthought

Performance budgets bolted on after design is finished always lose to the design. The order has to reverse.

SEO · 7 MIN

Topic clusters explained: the architecture behind the buzzword

Everyone recommends topic clusters. Fewer people explain what actually makes one work versus just being a folder of related posts.

AI AUTOMATION · 9 MIN

The automation audit that fits in one afternoon

You don't need a six-week discovery phase to find where automation pays. Here's the two-hour version I actually run.

AI CONSULTANCY · 9 MIN

The AI consultancy engagement that starts with saying no

The most valuable hour in most AI engagements is the one where I talk a client out of the project they came in wanting.

MEDIA BUYING · 8 MIN

The Meta ad account audit: 12 things I check before touching creative

Most audits start with the ads. Mine starts with the plumbing, because broken plumbing makes every creative decision after it wrong.

AI AUTOMATION · 9 MIN

The automation maintenance tax nobody budgets for

Every workflow you ship becomes a piece of infrastructure someone has to maintain. Almost nobody prices that in at the start.

WEB DEVELOPMENT · 7 MIN

The staging environment that never matches production (and why)

"It worked in staging" is one of the most common sentences in web development, and it's usually explaining a staging environment that was never actually equivalent.

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