Written for owners and operations leads who already have a website, an application, or a set of tools that need attention.
Notes from building and improving software
Practical lessons on maintaining systems, making technical decisions, and connecting the website to the rest of the business.
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When to improve, redesign, or replace an existing website
Most website conversations start in the wrong place. Someone says the site looks dated, a plugin is failing, or a competitor has a newer stack, and the suggested answer is a rebuild.
From a website enquiry to an owned follow-up
A website form is not a follow-up process. It is the moment an enquiry arrives. Everything that matters to the business happens after that: who sees it, whether it becomes a record someone owns, and what happens when a…
Latest articles
Designing a Production RAG System That Doesn't Fall Apart at Scale
Most "RAG systems" you see in demos are toys. They work great on a five-document notebook and fall apart the moment you point them at a real corpus with messy formats, conflicting sources, and users who ask questions th…
The AI-Era SEO Playbook: AEO, GEO, and How to Get Cited by ChatGPT
Search changed. The question is no longer "how do I rank on Google" — it's "how do I show up in Google and in the answer ChatGPT, Perplexity, Claude, and Gemini serve to my future customer."
Why Most AI Projects Fail (And What to Ship Instead in 2026)
I get a version of this call every week.
The Next.js SaaS Stack I Actually Use in 2026
Most "best Next.js stack 2026" articles read like a shopping list. After shipping eight production SaaS products, here's the stack and the file layout I actually reach for — and a few things I avoid.
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Share the application, the workflow causing trouble and the outcome your team needs. I’ll review the context and suggest a useful next step.
- 01The application in use
- 02The workflow causing trouble
- 03The outcome you need