— Thinking —
Notes from the operators' floor.
Long-form essays on what we've learned. Some about AI. Some about businesses. All true. Written by Max, not by an agency content team.
Get on the calendar →or — read the manifesto below
— Three essays · One published —
Why most AI consulting fails inside real businesses.
Most AI consultants have never been inside a real business. They've been inside AI. That, in one line, is why their work breaks the day it meets your Tuesday morning…
Read the manifesto →
01
★ Featured
What a Magento operator learned that AI consultants get wrong.
Twelve years of pricing rules and B2B tier logic and warehouse routing teaches you what AI is actually for. Most of our competition didn't go to this school…
02
Coming soon
Productionising RAG, honestly.
An eval discipline that killed BM25+RRF and parked a Cohere reranker. What survived, what didn't, and the unglamorous engineering between a demo and a product…
03
Technical