The Archive · 2013 — Now
Notes from the practice.
Write to figure out what you actually think. The post is the second draft of a thought you had earlier in the day.
561 essays in the archive · 13 languages · 56 categories
AI for agency new business
AI for agency new business compresses the slow, repetitive parts of the pitch: prospect research, first-draft responses, credential tailoring, proposal assembly. The relationship and the idea stay human. Use models to remove the grunt work, never to fake the substance.
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Measuring marketing incrementality with AI
Incrementality measures what would not have happened without the marketing. AI helps design tests, estimate effects from more data, and read who the effect is concentrated in. It does not remove the need for a control. Without a counter- factual, a model just makes a correlation sound causal.
I Added 5 Languages to DIALØGUE in 48 Hours
I built planning documents that taught Claude Code how to localize—not just translate—then watched it execute across 5 languages in parallel, turning literal phrases into native-sounding copy.
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I Rebuilt My Entire AI Podcast App in 14 Days. I'm Terrified.
No. 05AIAI center of excellence in marketing
No. 06AII Completed My Biggest Site Redesign in Years. During Breakfast.
No. 07AIHow to evaluate AI marketing tools
No. 08AIAI Without Memory Is Just an Expensive Chatbot
No. 09Paid MediaAI in retail media and clean rooms
No. 10AIMarketing Teams Work Together. STRATUM Did Too.
No. 11AIMy Database Was "Correct." It Was Also 296x Too Slow.
No. 12AIBlank Screens Kill Trust. I Had 31 of Them.
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