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Notes from the work,
not the marketing department.

Written by the engineers and architects who deliver, about decisions that actually cost or save money. No predictions, no listicles.

StrategyLatest · 1 min read

Stop ‘Going Digital’ — Start Rewiring the Business

Real transformation isn’t a website refresh; it’s evolving your operating model around products, platforms, and data. Map value streams, pick lighthouse journeys (onboarding, checkout, claim…

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Everything else

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5 articles

ERP

Modernize ERP Without Stopping the Business

Treat ERP as the system of record, not your experience layer. Begin with a baseline assessment: custom code inventory, integration map, data quality (masters, duplicates), and close processe…

1 min read

Engineering

Design Journeys That Convert, Not Just Campaigns That Shout

Start with journey maps across acquisition, onboarding, usage, and retention. Instrument the funnel (visit → signup → activation → repeat) and define north-star metrics (CAC payback, LTV, re…

1 min read

From Demo to Durable: RAG, Tools, Evals & Guardrails

Great assistants combine retrieval, tools, and policy. Use RAG to ground responses in your docs; chunk semantically, store embeddings with metadata, and rerank results to avoid hallucination…

1 min read

Data

Metrics That Matter: Funnels, Cohorts, Forecasts & Anomalies

Start with a contract: what is a ‘signup’, an ‘activated user’, a ‘qualified lead’? Encode these definitions in your warehouse with dbt so every report matches. Build core marts—funnel, rete…

1 min read

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Notes from the work,not the marketing department.

Stop ‘Going Digital’ — Start Rewiring the Business

The full archive

Modernize ERP Without Stopping the Business

Design Journeys That Convert, Not Just Campaigns That Shout

From Demo to Durable: RAG, Tools, Evals & Guardrails

Metrics That Matter: Funnels, Cohorts, Forecasts & Anomalies

Reading about it is slower than asking

Notes from the work,
not the marketing department.