Insights · Field Notes
Thinking out loud.
Notes on brand, commerce, craft, and where AI actually helps. New pieces when I have something worth saying.
Field Notes
Taste is a practice, not a vibe.
Featured · Craft
What twenty-four years taught me about taste.
Taste is not a vibe. It is a thousand small decisions, made consistently, until they start to look like instinct. Here is how I think about building it in a team.
8 min read
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More Notes
Field Notes
Consistency is character.
Brand
What “on-brand” actually means at scale.
6 min read
Field Notes
Calm converts.
Commerce
The PDP is your best brand asset.
5 min read
Field Notes
Automate the distance, not the decision.
AI
Where judgment still beats automation.
7 min read
Field Notes
Make the makers better.
Leadership
Hiring creative leaders, not just makers.
5 min read
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