How I thinkabout the work.

If you can’t describe what your company does in five minutes to a stranger without jargon, your brand is leaking revenue. A diagnostic any founder can run today.

Nine years, 350+ brands. What changes about how you see the work once you’re on the far side of a number that big.

Every strong AI product I’ve seen in the last year had a designer inside the loop. Every weak one didn’t. That’s a pattern worth naming.

The AI strategy deck industry is booming. The AI shipping industry is not. Something’s off.

I use AI every day. I still don’t let it make strategy decisions. Here’s the line that hasn’t moved.

The product works. The launch flopped. Before blaming distribution, check the three design signals that scare users off AI products.

After building agents for a dozen small businesses this year, here’s the honest shortlist of what earns its place — and what doesn’t.

You can out-design your way out of design debt in a quarter. You cannot out-engineer your way out of bad AI decisions that quickly.

A good brand lets someone understand what you do in ten seconds. AI didn’t change that rule — AI just made it harder to pass.