Notes
Personal notes on methodology, thought leadership, and how we think about the work — including the thesis behind what we build.
August 5, 2026 · Thesis
The failure mode that leaves no evidence. From the inside it reads as progress the whole way through — and the more skilled you get, the better you become at justifying it.
Read →July 31, 2026 · Thesis
ALG is a moat — but only when deployed across the full spectrum. And the companies that compound with it share a shape: two arms expanding outward from a single spine. Capability in one direction. Markets in the other.
Read →July 27, 2026 · Thesis
Agent-led growth has three phases. Two happen to the client. One happens to the product. Getting the boundaries right between them is the whole design problem.
Read →July 19, 2026 · Thesis
Every high-performing team has two personas: the quiet performer and the loud performer. The dilemma is always the same. The strategy almost nobody uses is to crown the king before the king crowns himself.
Read →July 13, 2026 · Thesis
Product-market fit is a readout, not a target. The two fits you actually build are problem-market fit and prototype-market fit. Know which one is broken before you spend anything fixing it.
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July 8, 2026 · Method
The prototype is cosmetic. No data, no runtime, no connected systems. But it has to look production-ready — because a blueprint that looks unfinished produces an unfinished building.
Read →July 8, 2026 · Thesis
A methodology for building software products: start with the UI, derive the flows, map software to the flows, then build. The prototype is not the warmup. It is the blueprint.
Read →July 7, 2026 · Thesis
No-shows are not a memory problem. They are a consent problem. The objection was always there — the cold call just deferred it to a place where no one could answer it.
Read →July 5, 2026 · Thesis
Everyone says the CEO is the ultimate salesperson. They are thinking too small. The politician does the same job at a higher stage, with higher consequence, while actively hiding that they are doing it at all.
Read →July 5, 2026 · Thesis
I posited that perceived consequence — not copy, not persuasion — is what drives response. This week I found an instance operating in the wild. And I found it by being caught in it.
Read →June 28, 2026 · Thesis
Product market fit is something you can only measure after you have customers. Problem market fit is something you can validate before you build anything. That distinction changes everything.
Read →June 28, 2026 · Lexicon
Capability is the ability to do something. Outcome is whether that thing matters to anyone. Confusing the two is one of the most common and costly mistakes in go-to-market.
Read →June 23, 2026 · Method
Full-JSON pipeline smoke test — Claude-shaped payload, no LLM in n8n.
Read →February 5, 2026 · Thesis
Why we name the outcome first — then ship in milestones that prove value.
January 25, 2026 · Method
Plain language we use with clients so scope and value stay aligned.
