Blog

Thinking in public

AI CONSULTANCY · 9 MIN

The AI consultancy proposal that undersells scope on purpose

The instinct in a competitive pitch is to promise everything the client might want. The proposals that hold up later do the opposite.

AI AUTOMATION · 8 MIN

The automation ROI calculation that ignores opportunity cost

Most automation business cases compare cost saved to build cost. The number that actually matters rarely shows up in that math.

MEDIA BUYING · 7 MIN

The lookalike audience mistake that shrinks your reach over time

Lookalike audiences built from a stale seed list quietly get smaller and less effective, and most accounts never refresh the source.

WEB DEVELOPMENT · 9 MIN

Why image optimization is still the easiest performance win in 2026

Years of tooling improvements later, unoptimized images remain the single most common cause of a slow site I audit.

SEO · 8 MIN

The content decay problem: why old posts quietly stop ranking

A post that ranked well for two years starts sliding, with no edit, no penalty, no obvious cause. This is normal, and mostly preventable.

AI CONSULTANCY · 8 MIN

Why in-house AI champions burn out (and how to prevent it)

Every successful AI initiative has one person driving it internally. That role is structurally exhausting, and most organizations don't notice until that person leaves.

AI AUTOMATION · 8 MIN

Why 'automate everything' is the wrong goal

Once a team gets good at building automations, the instinct becomes to automate anything that can be automated. That instinct has a cost.

MEDIA BUYING · 9 MIN

Why UGC-style ads outperform polished creative (and when they don't)

Rough, user-generated-feeling ads routinely beat expensive production. That doesn't mean production quality never matters.

WEB DEVELOPMENT · 9 MIN

Version control for content: what marketing teams get wrong

Developers version-control code by default. Content gets edited directly in production with no history, and it shows.

SEO · 8 MIN

Schema markup: what actually moves the needle vs what's cargo-culted

Most sites either skip schema entirely or add every type they can find. Neither approach reflects what schema actually does.

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