Thoughts on building
products that matter.
Essays, technical deep-dives, and controversial opinions on product design, Next.js architecture, and the business of software.
GPT-4o in Production: Cost Control Without Killing Quality
Running LLMs at scale costs real money. Here are the caching, routing, and fallback patterns we use across every AI integration we ship.
The Case Against Card Layouts (And What Converts Better)
Cards are everywhere. They're also often the wrong choice. We've A/B tested this enough times to have strong opinions.
Next.js App Router: The 11 Gotchas Nobody Warns You About
After shipping 20+ App Router projects, here's the list of subtle production bugs we've learned the expensive way.
Brand Before Product: Why Early-Stage Startups Get This Backwards
Most founders think brand is a post-PMF problem. The data from our last 20 seed-stage clients says otherwise.
The Experiment Framework We Use Across Every Growth Engagement
How we structure A/B tests, track statistical significance, and actually act on results without analysis paralysis.
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