JOURNAL / 01BUILD NOTES · PROCESS · FOUNDER
honestly written.
No thought-leadership. No funnels.Notes from inside the studio — what we changed, what broke, what we'd do again.
2026.06.10FOUNDER6 MIN
The right recommendation is often to spend less.
A long-running client's monthly cloud bill had drifted higher than the traffic on their site justified. The honest recommendation wasn't to optimise inside the architecture. It was to leave it. Here's the trade-off, and what taking that call cost the account short-term.
READ →2026.05.22BUILD NOTE7 MIN
How we run a large refactor: one workbook per phase, one assignee per row.
A large refactor lives or dies by how well the client can see progress. We do it with per-phase workbooks, an assignee column on every row, and a smoke test that runs itself. Here is the shape we've settled on and why.
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