Blog

The Overwhelm Wasn't Volume. It Was Opacity.

Every struggling programme I've been brought into looks like a volume problem from the outside. It almost never is. The real cost is opacity — nobody having an honest, current picture of what's actually going on.

What Is Project Triage?

Project triage is the fast, structured process of figuring out what's actually wrong with a struggling project before you walk into a room and start fixing the wrong thing.

I Did It Properly. Alone.

The compounding cost of decisions business never properly makes sits there, invisible to everyone except the person who just walked in and can see it clearly.

What Does a Solo Founder Actually Do?

AI didn't replace the team. It replaced the overhead of needing one.

The Vibe Coding Trap

The technical barrier to building is gone. That's genuinely remarkable. But the thinking barrier was never technical. And that one hasn't moved

"I Built It in a Weekend" (And Then What?)

AI is a very smart power tool. In the hands of someone who knows what they're building, it's extraordinary. In the hands of someone who hasn't thought it through, it makes a mess fast."

Why Most AI-Built Products Feel the Same

The differentiation was never in the code. It was in the thinking -the problem understanding, the product decisions, the hundred small choices about what this is for and who it's for and what it should feel like to use.

Why I Built the Triage Tool

Nobody walks into a new project and understands it immediately. Anyone who tells you they do is either lying or about to make an expensive mistake. Here's why I built a tool for the moment your head hurts and you need to think clearly before walking into a room.

I Measured It Just in Time to Watch Myself Break It

I put Search Console on the old site weeks before replacing it, almost by accident. That decision is the only reason I can tell you what the rebuild cost.

Twenty Years of Mobile First, and I Built Mobile Last

Someone asked whether we could put the old site back for mobile. I've spent two decades telling teams to design for the small screen first, and then didn't.

Eight Posts That Were Secretly One Post

Same opener, same section heading, same closing line — eight SEO posts drafted in one run shared a skeleton on purpose, and a skin by accident.

The Day My Planning Doc Corrected Me

My own content register said eighty posts for a general audience, ten for contractors. My planning doc was still modelling a contractor majority. The evidence was mine the whole time.

I Built the Whole Product Before I Fixed the Front Door

The pricing page said two different things. The empty state said nothing at all. An honest account of building everything except the bit that converts people.

I Built the Wrong Thing First

I thought I was building a spreadsheet-inspired task app. What I actually built, for the first few weeks, was a collection of buttons and toggles I didn't need. Here's what changed.

I Let AI Make Too Many Decisions

That's the drift. Not one bad decision — a gradual accumulation of decisions made by default rather than intention

The Pattern I Kept Building Without Noticing

A decision about a screenshot turned into noticing I'd built the same shape three times without ever deciding to. I can't tell whether that's judgement or the only move I have.

When Is a Product Ready to Launch?

Readiness isn't a feeling you wait to have. It's a bar you set before you look, plus a stop condition that binds you when it's met.

You Can't Master Search Until Search Has Something to Tell You

Search turns out to be four skills wearing one name — and the one that actually feels unmastered, measurement, can't exist yet. That's not a skills gap. It's a queue.

The Product Was Me

Founder-market fit, told honestly: the product exists because I spent years carrying a problem I could feel but couldn't prove.

Who Would Want Another Task App?

The gap wasn't in the market. It was in me — a problem I'd been living with long enough to understand properly.

I Almost Told Everyone (And Why I Didn't)

The early posts were a shortcut. A way of feeling like I was doing the thing without having done the thing. The silence forced me back to the actual work.

I Detached Myself From LinkedIn and Started Posting Better

Not posting. Caring. The response to any individual post is not information, and I was letting it grade me anyway.

I Nearly Didn't Go, Two Years Running

The same festival, the same friends, two years running. The first time I nearly didn't go for reasons I couldn't see. The second time for the opposite reason, and it was completely different.

It's Not Normal to Go to These Lengths

Four questions, and only one of them was really the question. What got built alongside a task app, why most of it "wasn't needed", and the proof you can't award yourself.

I didn't know what I wanted. For decades.

I Read the Indie-Founder Canon Sixteen Years Late

Rob Walling's Start Small, Stay Small, read in 2026 with a product already built — the wrong order, on purpose. A scorecard of what survived and what expired.

One Piece of Work, Three Outputs

Twenty video guides, built as Playwright tests instead of screen recordings — and why that turned content, QA and UX review into the same piece of work.

For Twenty Years I Thought My Dad Was Photographing Concrete

For twenty years I thought my dad was just photographing concrete. It turns out he was continuing a conversation with his father. Now, I'm stepping in to make sure his work survives.

Fifteen Years of Preparation That Didn't Look Like Preparation

I didn't know I was preparing. That's the honest version. None of it felt like preparation at the time. It felt like a career that hadn't quite found its shape.