Vol. 04 · Issue 45 · 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 learned to code through a lot of formal courses, and I ship AI products to production.
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.