— 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
— Seven essays · Six 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…
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01
★ Featured
Make it rule-based, and call the LLM as rarely as possible.
The most expensive mistake in an AI project is using the LLM for everything. The architecture that actually works is the opposite instinct…
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02
Technical
Most companies that say they are AI just wrap ChatGPT, and you can do the same thing yourself.
Very many companies that say we are AI just build a wrapper around ChatGPT and call it AI. There is no magic, and that changes how you should buy…
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03
Buyer's guide
Why you want a model-agnostic gateway, not one provider's chat.
Tie yourself to one provider and you get one provider's models. The ability to route any task to any model is the lever on both capability and cost…
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04
Technical
Staff augmentation vs traditional hiring, answered by someone who runs both.
I run both sides of this comparison. I hire engineers into my own company, and I place engineers into other people's teams, so every week I watch the same decision made from both ends…
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05
Buyer's guide
What a Magento operator learned that AI consultants get wrong.
Fourteen 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…
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06
Featured
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…
07
Technical