A blog about us, our growth and insights along the way — reflections on our work, our thinking, and the changes we go through as a brand and as an agency.
Stardate: 26169.9 A quick note for context: if you’re B2B, like we are, a website earns its keep when it works as a clean presentation point and a reliable lead-gen hub.I got to that the long way round: Anyway, Codex + GitHub version control is a different universe in terms of effectiveness.I learned git in […]
Read more“There’s a difference between knowing the path and walking the path.”— Morpheus, The Matrix A persona makes sense in business. Business exists because there are motives that push people to do it. That’s why I decided to start a fairly regular personal column inside the agency. Not a personal blog. On Monday I officially launched […]
Read moreSometimes, when I critique businesses and business owners — our clients — it may come across as if I think I’m smarter than everyone else.As if I know better.As if I’m delivering the raw, uncomfortable truth of marketing. But the truth is simpler than that. The client — whether they are a founder, a business […]
Read moreThere are business processes that are convenient.And there are business processes that are effective.Quite often, they are not the same thing. Take a simple example. Clients love sending voice messages. It’s convenient.You’re walking down the street, a thought pops up — you pull out your phone, record a message, send it. Done. It feels fast, […]
Read moreQuick preface: when I started, the Codex AI Agent (code-writing agent) didn’t exist yet. And even when it appeared, it took me a while to truly “get it.” These days I do the same kind of work about 10× faster, and it usually takes me around 1–2 weeks. Still, the longer path you’ll read below […]
Read moreSydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]
Read moreHonestly, I’ve got no f***ing idea where this split came from. Because once you look closely, it falls apart. If you’re a professional, you’re a practitioner. If you’re a practitioner, you’re also a theorist. This “folk” division into practitioner and theorist rests on a very basic misunderstanding of what theory even is. Theory is a […]
Read moreWhen you want to make a simply decent choice, you ask people you know. When you want to make the best one, you go deep — you dig with your own hands, research, compare. Word of mouth isn’t really a decision tool. It’s a way to avoid deciding. This spring we puffed up a bit […]
Read moreThe client decided the website should be built with other contractors. I get it. Even with our (or my) stronger skills in AI tools and site-building, a dedicated web designer will often be better. They can use AI too, and so on. BUT! THE PROBLEM ISN’T HARD SKILLS. 🙂 It never is. The point is […]
Read more“Ping me if you need anything!” — I’ve heard this in a dozen variations from people who later became clients, and from clients themselves. And it doesn’t work. It’s the same logic as that line: “If you have to explain it, don’t.”Here it becomes: if you have to nudge, don’t nudge. A client might mean […]
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