Journal

A studio's own website is the one piece of work a client can inspect all the way down. So we treated ours as the hardest brief of the year — hand-built, deliberately empty, real screens over mockups.

On confabulation, contextual inquiry, and why almost no software will make a decision — and what it takes to extract judgment an expert can't articulate.

A working theory of how speed stopped being a means and became a faith — what the cult of shipping fast actually produces, and what it costs.

An honest working note on building a one-person AI product lab: how it got built, what it cost, and what we're learning before the first client engagement.

Anyone with a laptop can ship a product in a weekend now. A working theory of what's actually scarce once production is free — and why so much of it is B+.

A field guide to the difference between AI as a feature and AI as decoration — the six decisions that separate native AI from a chat bubble in the corner.

The founding note. Why a lab rather than an agency or a studio, what we're betting on, and why the internet is drowning in B+ AI output.