Vol. 04 · Issue 42 · Building in Public
I've spent 20 years running paid media.Now I build the AI for it.
I led a team managing more than $1B a year in paid media for Google. I also taught myself to code, and ship AI products to production on my own.
Thesis
The hard part of building is not the code. It is the read on the work: what to automate, what to protect, what to deepen, what to change. That is what I build from.
Evidence
Products.
Not sure where to start? Ask Sydney a question about your specific challenge →
The Course
What to automate. What to protect. Where to go deeper. How your team needs to change.
Module 1 free
Prova
The course is the system. Prova is where you run it — one sprint at a time, with a coach that remembers your last few.
Your 30-day free trial starts when you create your account.
$20/mo after trial
DIALØGUE
Your topic. Reviewed first. Then voiced.
2 free credits
STRAŦUM
Shipped and ran — now retired; v1 is open source (MIT).
Recent Notes
Practical notes on AI and building.
A working notebook, not a polished manual. Read it as drafts that change as the practice changes.
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I write about AI, work, expat life, and building products. Pick the topics you care about, and I'll send the next one when it's worth your time.