Writing · Field notes from building
How a product learns to think.
Essays and dispatches on shipping products, deciding when to hand work to AI, and the judgment that survives contact with a real product. Written from inside the build, not above it.
Essays · On this site
Leaving More Than the Answer
In 1515 a rhinoceros reached Lisbon. Dürer never saw it, and drew it anyway — three cases in how a finished work outlives the conditions that made it possible.
The Form's the First to Go
Capacity used to be the scarce thing. It is not any more. A note I wrote to myself about pacing in 2021, and why the reason I needed it has inverted.
Dispatches · Off-site
When to Hire AI: the longer version
A year of building, and the parts that didn’t fit in the 30-minute Sendfull conversation — the dependency map I drew the day I pulled Zero, what “the cave” means for product decisions, and why the preservation gap is bigger than recipes.
How a Design-Leader-Turned-Founder Decides When to Hire AI
Stef Hutka and I talked through hat consolidation, the trust ceiling for AI in consumer products, why I pulled Zero out of beta and shipped Heirloom instead, and why today’s AI is still “in a cave.”
The thesis in practice
If this is how you want your product to think, let’s talk.