Thinking in public. Editing in private.

AI & tools

July 8, 2026 · 4 min

AI is not your intern. Please stop asking it to be.

A small plea for better briefs, kinder systems and fewer robot-generated apologies.

product practice

June 26, 2026 · 3 min

The brief is the prompt. The prompt is the brief.

Before we blame the tool, let’s have a tiny word about the question.

brand systems

June 11, 2026 · 5 min

Machines don’t have taste. Lucky for us.

Why discernment remains the strange, squishy competitive advantage.

AI & tools

May 29, 2026 · 4 min

A better way to ask AI for a first draft

Less ‘make it cool.’ More useful constraints. Everyone wins.

lab notes

May 8, 2026 · 3 min

Keep the human in the loop. Preferably the funny one.

Automation can move the furniture. People decide where the party is.