Redesign the workflow, not just the task.
AI writing a draft is a feature. Rebuilding how insight moves from research to decision is a system.
Thinking in public
Strong hypotheses.
Loosely held.
A lab for ideas I am testing, questioning and refining through work.
01 / AI + knowledge work
The interesting question is not simply what AI can do.
It is how expertise, workflows and organisations change when AI becomes part of the operating model.
Access does not equal adoption.
People need to recognise their own work inside the possibility.
What intelligence would the team need?
Start with the operating model—not the content quota.
02 / Marketing systems
Growth is architecture.
Acquisition, positioning, conversion and lifecycle are chapters of one story. Optimising each in isolation can still create a broken whole.
03 / Human + AI
Is the human serving the system—or the system serving the human?
Automate repetition. Protect judgment. Make expertise more valuable.
04 / Product + behaviour
A technically good product can still fail to change behaviour.
Context, culture, habits and emotional cost are product requirements—not localisation at the end.
05 / Information → decision
A dashboard is not a decision.
The useful system helps someone understand what changed, why it matters and what to do next.
06 / Building + work
Making things is a way of thinking.
Experiments, prototypes and the quieter questions of agency, recovery and meaningful ambition.