The notebook

Get to know how I think.

The mini books are the long way in — full, book-length walks through how I actually think about a thing. The shorter takes are the quick hits. Either way, it's me thinking out loud.

Mini books

The long way in

📚 Mini book63,183 words

Winning AI Search

How Operators Get Found and Cited by AI Assistants Without Doing the Work by Hand

The search box is dying, an answer engine is taking its place, and the operators who build the loop that makes machines cite them—not the ones chasing keywords by hand—are the only ones the future can see.

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📚 Mini book69,519 words

The Velocity Theory

Why Some Things Grip Us and Others Die — and How to Build the Kind That Moves

The thing you love isn't smarter or prettier than the thing you forgot by lunch — it just never stopped moving, and once you see velocity you can't unsee it anywhere.

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📚 Mini book66,344 words

Programmatic Content, Done Right

How to Build Content Systems That Produce Thousands of Pages Worth Citing

The internet is drowning in machine-made mush, and this is the field manual for building the rare programmatic engine that produces pages so good the world links to them instead of laughing at them.

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📚 Mini book67,474 words

The Machine That Makes the Machine

Build Self-Improving Content Engines, Marketing Machines, and Products That Measure, Decide, and Compound While You Sleep

The work you do by hand dies the moment you stop doing it; this is how to build the machine that does the work, watches itself, and gets better every cycle without you in the room.

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Shorter takes

Quick hits

#building#play#process

Why I build toys

Half the tools on this site started as a joke or a "what if". That's not a detour from serious work — it is the serious work.

You're not the bottleneck. Your loop is.

When output stalls, the instinct is to work harder. But you're almost never the slow part — the slow part is the step in your process you keep doing by hand.

The machine that makes the machine

The highest-leverage thing you can build isn't the product. It's the system that produces the product — over and over, while you sleep.

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1 min read

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#craft#design#creative

Good taste is a thousand small no's

Taste looks like a gift from the outside. From the inside it's mostly subtraction — the discipline to cut the clever thing that doesn't earn its place.

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1 min read

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#marketing#creative#craft

Ads are just honesty with better timing

The best ad I ever ran wasn't clever. It just said the true thing, to the right person, at the moment they were ready to hear it.

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1 min read

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