Thinking out loud
on decisions, design,
and what happens between them.
Essays published when there's something worth saying.
Why Do We Feel the Need to Show Three Concepts Instead of One?
Three concepts isn't a methodology. It's a fear response.
AI POCs Are the New Briefs
Your client built your brief in Claude. They just don't know it yet.
Task Lists Don't Build Products. Conversations Do.
What travels between departments isn't a project. It's a task list — and that gap is where products go wrong.
Agencies Must Price the Outcome, Not the Output
The moment you start defending your price, you've already lost the negotiation.
The Freelancer's Real Problem Isn't Pricing. It's Client Fit.
The scarcity mindset is the real problem. Not your pricing. Not your portfolio.
Why Corporate Design Leaders Lose Influence (And How to Get It Back)
You have a seat at the table. Somehow you still have no control over the decisions that get made.
Meetings Are for Declarations, Not for Decisions
The meeting was already decided before anyone walked in. The question is whether you designed the outcome.
The Skill Designers Can't Automate
Why AI didn't replace designers — it removed their invisible line of defense.
Why Decision Design Exists
Most design problems are not design problems. They are conversation problems that happened before anyone opened a file.