Writing
Essays from the studio.
Long-form pieces on how we build products, why most startup discovery is theatre, and what it takes to ship in weeks instead of quarters.
7 min read
How we ship products in twelve weeks instead of twelve months
The method behind a three-month build, written down. Frameworks before features, brand and IA in parallel, content as critical path, AI added lightly.
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How to build a distinctive, useful AI agent — without burning a million pounds
A practical guide to shipping an AI agent that is distinctive, useful and trusted — for a fraction of what the industry currently charges.
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What's wrong with the way startups do discovery
A teardown of the six-week discovery phase, the most expensive form of theatre in modern software, and what real discovery actually looks like.
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