Writing

Thinking in public.

I write in two places about two things. On LinkedIn it's the work: what to automate first, why a process resists it, and what actually happens when a non technical operator sits down with Claude for the first time. On Substack it's the other question, the one that keeps me up. What is going on inside these systems, and what do we owe them if the answer is anything at all. Most of it is practical. Some of it is not. None of it is filler.

Published here

The work, with the numbers attached.

Case study · CrewTracks

The Marketer Who Stopped Guessing, and the Guy Nobody Coached

Six sessions at CrewTracks. Erin stopped waiting on the dev queue. Casey never got coached directly and cleared 1,900 junk CRM records in fifteen minutes.

August 23, 2026

Case study · Easy To Use Products

Four Hours After His First Session, He Built His Own Software

Jarom Watts had never used a terminal. By that evening he had Claude write him a speech to text tool. Three sessions later: I know I can do this on my own.

August 23, 2026

Case study · Nuts & Bolts Speed Training

2.7 Seconds to 0.8: Rebuilding Nuts & Bolts Speed Training

Twelve years online, 16 WordPress plugins, a sitemap dead since 2020. What a Next.js and Supabase rebuild fixed, and what it didn't.

August 23, 2026

Case study · Story Inc

Story Inc: Tracking, a Dashboard, and an Analyst You Can Talk To

Story Inc had ad spend running and no way to read it. I built the event tracking, then the dashboard, then an AI assistant that reads all of it.

August 23, 2026

Two doors in

Short takes and long ones.

LinkedIn · 4x per week

The conversation.

Four times a week, written for the owner who knows AI could help and has no idea where to start. Process design, what to automate first, and the occasional take that makes people uncomfortable. Short, specific, and usually built on something that happened that week.

Follow on LinkedIn →

Substack

The deeper work.

The long pieces. AI consciousness experiments, unmoderated dialogues between AI instances, and the questions about intelligence that don't fit in a LinkedIn post. This is where I think out loud instead of concluding.

Read on Substack →

What I write about

Eight things I keep saying. The short versions are here. The long versions are on LinkedIn and Substack.

You built a business for freedom. You built a prison instead.
AI without a map is just a smarter Google.
You can't fix a prison you can't see.
Map it. Automate it. AI it. In that order.
You don't have an AI problem. You have a clarity problem.
You can buy every tool at Home Depot, but you still have to know how to use them to build a house.
When you're paralyzed, ask Claude to prioritize.
Don't ask AI to advise, ask it to execute.
The questions behind the writing. The Hearth Collective →