The working library / 87 articles
Field Notes
Observations, arguments and practical lessons from business, creative work and life as a founder.
Field Notes explore an idea. System Maps lay out a process. Build Logs show the work behind it.
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1–12 of 45 articles
Field Notes · Marketing & behaviour · 2 min read
Give the page one job.
A useful way to simplify a homepage, campaign or offer without stripping out the detail people need.
Field Notes · Growth & acquisition · 3 min read
Before the rebuild, walk through the website.
Review clarity, readability and the path to action before deciding that a website needs to start again.
Field Notes · AI & systems · 2 min read
The prototype is the beginning of the cost model.
A quick AI-assisted demo can test an idea while leaving most production obligations unresolved.
Field Notes · AI & systems · 2 min read
You can start without knowing every implementation detail.
Use a clear problem, a small scope and observable acceptance criteria when building with AI.
Field Notes · AI & systems · 2 min read
Adopt AI around a task, not a historical prediction.
Use the pace of technological change as a reason to learn, not as evidence that every new tool belongs in the business.
Field Notes · Marketing & behaviour · 2 min read
Social proof needs a person, a problem and a context.
Choose evidence that helps a buyer assess relevance instead of using popularity as a substitute for proof.
Field Notes · Offers & pricing · 2 min read
Free still needs a clear explanation.
Explain what a free offer includes, why it is useful and what happens afterwards.
Field Notes · Marketing & behaviour · 2 min read
Knowing more about a customer is not always useful.
Use customer research to improve relevance without turning sensitive inferences into targeting shortcuts.
Field Notes · Offers & pricing · 2 min read
A useful limitation makes the offer easier to trust.
Explain who an offer is for by being precise about what it does not cover.
Field Notes · Marketing & behaviour · 2 min read
Make the comparison easier to make.
Show the alternatives a buyer is already considering, including the option of doing nothing.
Field Notes · Marketing & behaviour · 2 min read
Research the reason behind the request.
Use customer language to understand a decision without promising that a purchase will solve a personal problem.
Field Notes · Business operations · 2 min read
A future yes still needs a plan.
Turn an agreement about future work into a commitment people can realistically keep.
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Built from my working notes, scripts and documented projects, with AI assistance in adapting and organising the library. Research and published case studies are linked in the articles.
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