Insights
Thinking out loud.
Notes on building with AI, creative technology, and the things we're figuring out as we go.
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March 2026
Why your AI chatbot sounds like everyone else's
The problem isn't the model — it's that nobody bothered to give it a real voice.
AIBrand VoiceStrategy
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March 2026
The five-layer framework for business systems
Every system we build follows the same architecture. Here's why layer five is the only one that matters.
StrategyMethodAI
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February 2026
We rebuilt a law firm's entire intake in 3 weeks
A build log: decisions, dead ends, and the system that emerged.
Build LogCase StudyAI
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February 2026
Supabase as a CMS: how we run content without a CMS
Why we ditched Sanity, WordPress, and everything else for a Postgres database and Claude.
TechnicalStackSupabase
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January 2026
The creative technologist is the new agency
One person with taste and AI tools can outperform a 15-person team. Here's why.
IndustryThesisAI
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January 2026
Stop hiding your pricing
If your ideal client can't afford you, you want them to know that before the call, not during it.
BusinessPositioningPricing