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What I think, at length.

Pinned28 Jul 20265 min

AI didn't automate the hard part

Cheap building didn't make companies better. It removed the excuse — and put every decision in public, faster.

A year ago, shipping software was gated by whether you could build it.

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More essays

  1. 30 Jul 20262 min

    The rebrand is rarely the decision

    When a company reaches for a new identity, the thing it is usually avoiding is a choice about who it is for.

  2. 29 Jul 20262 min

    Refusal is the strategy

    A roadmap tells you what a team hopes to do. What it refused to build tells you what it actually believes.

Building something that should feel finished from day one?

Tell me what you're making. The first call is twenty minutes.

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