Field Notes
Most agency blogs are SEO landfill. Ours won’t be. The rule we set ourselves: one long-form essay per month, on a topic only this founder can write. The KPI is one essay per quarter that gets cited and forwarded. Not traffic. Not impressions. Cited.
and the boring middle that wins
The thesis essay. The contrarian argument that owners are split into two losing camps — "AI is a fad" and "replace everyone with agents" — and that the actual winning move is in the middle. Why most strategy work right now is reactive instead of considered. What twenty years of operations changes about how you read the AI hype cycle.
Read the essay →Specifically: the failure modes that look new but aren’t. Scope creep is scope creep, whether you’re building a billing system in 2008 or an agent in 2026. The patterns are older than the tools.
Available when it’s ready, not when a calendar tells us to.
The biographical essay. Less about the founder, more about what happens to your judgement when you spend a decade doing the thing instead of building the tool that does the thing. Why that gap is the moat now, and why it wasn’t five years ago.
Available when it’s ready, not when a calendar tells us to.
the kinds of mistakes only an operator catches
A working document, updated as new examples appear. The taxonomy of model failures that look right but aren’t, organised by the operational background required to catch them. Worked examples from our own build log.
Available when it’s ready, not when a calendar tells us to.
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No newsletter platform. No “thanks for subscribing, here’s our 10-part course” sequence. One email per essay, when the essay is ready. Unsubscribe in one click, no questions.
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Reading is one thing. Building is another.
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