Field notes for
CEOs.
Written by people who've built and shipped real software for 25+ years - not by interns with content briefs. One real essay per week on AI, software, and the hidden bottlenecks killing real businesses. Zero hype.
Where AI actually pays back - and where it doesn't.
Six months into the AI-everything cycle, the pattern is clearer than the pitches suggest. The wins aren't where the demos are. They're in the unglamorous, repetitive loops that drown teams every Tuesday afternoon. A field guide for CEOs trying to decide what to deploy first.
The two-week diagnostic, and why we won't skip it.
A field-tested playbook for surfacing the bottlenecks killing your team's velocity - before anyone touches a line of code.
Build, buy, or kill?
A decision tree for non-technical CEOs facing the same three options every quarter - without the consultant's bias toward "build."
Agents are just workflows.
The hype implies magic. The reality is plumbing. A working definition of "AI agent" that survives a CTO interview.
Twenty-five years. A short letter.
What the firm looks like at 25, what it doesn't look like, and what changed when we stopped selling hours.
The spreadsheet is the spec.
Every "we need software" conversation starts as a spreadsheet that broke. Read it carefully - it tells you exactly what to build.
Stop putting AI on your homepage.
The marketing chatbot is a tax, not a feature. Where AI should actually live in your business - and where it shouldn't.
Fixed-price contracts are a trust signal.
What an agency's pricing model tells you about how they think - and what to ask before signing anything else.
The dashboard nobody opens.
Why your reporting layer is broken - and the unglamorous fix that makes leaders actually look at it on Monday.
We don't hire juniors.
Why every account at the firm is owned by a senior - and what that costs us as an operating choice.
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Talk to a senior.
If something you've read here landed for you - or annoyed you - talk to the person who wrote it. Thirty minutes, on the record, no pressure.