Base Notes

Ten years ago I pitched a client a concept I called the brand ecosystem. Nothing came of it. We were both too early. I kept building. That idea was the precursor to what I do now. A brand operating system. Brand as Infrastructure. This week he found my…

It is the distance between talking and state. I spent a day talking to my agent, and by the end the business had moved. Not a plan to move it. It had moved. A proposal was out. A stalled deal had a follow-up drafted and waiting. Nine conversations were…

Positioning has been the most important idea I've understood this year. I always thought it was about being different, about holding a specific space in the mind of your audience. That is part of it. But the true meaning is more active: who you target, how…

Over the past 6-8 weeks, I've been spending most of my waking hours designing workflows, systems and apps more than actual design artifacts. Even though it's slowed me down on client work, this season was a tight window to set the foundation for the next…

It dawned on me the other day, that AI is simply templatised knowledge or templatised thinking to be a bit more accurate. And this is something we have always done as human beings. We have always converted knowledge, frameworks, know-how, ideas, and…

Working with Claude this whole week, I realised that text and voice are the new interface. I've been designing, generating, and creating all week, and most of it has been through prompting — typing, talking through changes and thinking, building the tools I…