Insights
Where I say the sharper version of what I actually think. Less placid than the Articles page, written for whoever's paying enough attention to want it.
- Built For What's NextBuilding the Transition Vehicle
An AI agent will not wait for your homepage to finish loading any more than a customer will wait on hold. The question is whether your website is built for the world that is arriving, or the one that is already gone.
- Craft Over TricksThe Red Ocean at the Bottom of the Funnel
Bottom of funnel is a knife fight over the same eleven blue links, and you have to be there. But the real money gets built above it, in the ocean almost nobody else is bothering to enter.
- Craft Over TricksThe Tricks Stopped Working
For a decade, agencies gamed Google instead of building brands, and it worked because Google wasn't smart enough to know the difference. That era is over, and the only way forward is the harder one: real expertise, actually shared.