marketing
Live chat was a big-company luxury
12 Oct 2026
Ten years ago, a shop with a real person in the chat window was telling you something. This is a big company. Everyone else had a contact form.
ai
The upgrade was not a smarter model
1 Sep 2026
I used to work with AI in a chat window. Ask, copy, paste, repeat. This year I switched tools. The surprise was not a smarter model.
marketing
Slow marketing
30 Aug 2026
Everyone is publishing more, automating more, testing more. The dashboards look busy. But busy is not the same as effective.
build
The problem with building tools nobody asked for
1 Apr 2026
I've wasted months building things that felt useful to me but solved nothing for anyone else. Here's what I learned.
build
The real cost of a marketing system nobody maintains
22 Feb 2026
Most marketing systems do not fail loudly. They slowly drift out of sync, and nobody notices until something important breaks.
ai
Becoming an AI Translator
8 Feb 2026
Everyone’s chasing GPT tricks, optimising inputs, stacking tools. And yeah — it’s powerful. But here’s what I’ve come to realise: The real edge isn’t using AI - it’s translating it.
journey
Don’t fix what’s not broken
8 Feb 2026
I’ve always had this drive to rebuild things — new layout, better structure, cleaner code, sharper design. Not because things were bad, but because I believed I could make them better. And maybe I could. But at what cost?
journey
When old patterns show up
8 Feb 2026
It’s like I’m not acting from the present, but from something much older. Sometimes, in the middle of a perfectly normal moment, something happens and I react in a way that feels… strange.
marketing
The illusion of progress in digital marketing
1 Feb 2026
True progress in digital marketing isn't about adopting every new trend; it's about deepening customer relationships and staying focused on core values.