Journal

Notes fromthe workshop.

Occasional writing on what we build and why. Opinionated, specific, and written by the people doing the work — no newsletters, no lead magnets.

What generative engine optimisation actually is

Not SEO with a new name. A different objective, measured differently, won differently.

Five reasons a model names your competitor instead — and four of them are fixable this month.

The saving is real. It is also a loan, and the repayments start in month nine.

Every nightly export is a window in which the number on your product page is a guess.

Installs are a vanity number. The only question is whether it is still on the phone in a month.

Browsers changed how they handle tracking. Most dashboards did not, and nobody re-checked.

Volume is the easiest thing to buy and the least useful thing to own.

Not to show the product. The product is on the product page.

Beautiful photographs, ruined eighteen months later by a layout nobody was thinking about.

Initiate the blueprint

The stack, the timeline, the thing that is currently in the way. We reply to every briefing within two working days.