Writing
What we are learning, as we learn it.
Things that worked, things that did not, and the research behind how we teach. Some of it is for people learning on their own; some is for the people deciding what a company should do about AI. Each piece says which.
The one file that stops Claude sounding generic
Everyone writes prompts. Almost nobody writes the page about themselves that makes every prompt better.
Design6 Oct 2026Why your AI website looks like everyone else’s
Three defaults every tool falls back to when you do not name a choice — and the words that override them.
Research29 Sep 2026Six per cent: what the EBIT number actually tells us
Nine companies in ten use AI. One in sixteen can show it in the accounts. The gap is not about models.
Working log22 Sep 2026We rebuilt our own site in a weekend. Here is what broke.
A working log, including the two hours we lost to one domain setting and what we would do differently.
Method15 Sep 2026Training is the start of the change, not the delivery of it
Why the sessions are the cheapest part of an engagement, and what has to exist around them.
Method8 Sep 2026Pick a position, not a word
“Make it modern” is not a brief. A short piece on the single habit that improves every design prompt.