The Thinking

Ideas worth sitting with.

Observations from twenty years of getting it right — and wrong.

Not content. Not a blog. A record of what we've noticed — about brands, about founders, and about the gap between where businesses are and where they could be.

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Featured · Software & Tools

Software was never made for you. That's about to change.

For forty years software has been a mass-market product, built for an average customer who doesn't exist. The economics that forced that trade-off have quietly collapsed — and what replaces them is personal: tools shaped around one business, one person, one way of working.

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When we write something worth reading, you'll hear about it.

No newsletters. No content calendars. Just a note when there's something worth your time.

Ideas worth sitting with.

Software was never made for you. That's about to change.

One Shape to Rule Them All

The work your people shouldn't be doing

Not broken is not good enough

AI isn't the threat to your brand. Sameness is.

What your brand sounds like matters more than what it looks like

The gap is the point

When we write something worth reading, you'll hear about it.