Thinking.
No filler, no opinions without an argument. How we think about AI, software, and building things that ship.
- 8 Sept 2026AI · 3 min read
AI that earns its place
Most AI in products is decoration. Here is how we decide where it genuinely belongs, and where it is just there for the pitch deck.
Read - 5 Sept 2026Studio · 2 min read
One team, no handoff
Brand studios hand over a PDF. Dev shops build what they are told. The integration, the expensive part, is left to you. We built the studio to fix that.
Read - 27 Apr 2026Guide · 9 min read
How to write a brand positioning statement your team will actually use
Most positioning statements get written and never used. Here is how to write one that your team will actually refer to, with a framework and real examples.
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