I built the website I kept telling clients to build

For two years I have sat across from founders and marketing teams and told them the same thing. You need a place you own. Not a profile on somebody else’s platform. A place where the work lives, where the algorithm does not decide who sees it, and where you get to say the thing in full.

And for two years I did not have one.

That is not an unusual story. My partner and I know all the things to do. Doing them for yourself is the hard part, and it is always the thing that slides. So this is me finally taking my own advice, which is a strange and slightly embarrassing sentence to publish.

What this place is

Living digital, staying human. That is the line, and it is not a slogan I workshopped. It is the actual problem I am trying to solve in my own life.

I have spent twenty years running digital launches. Lady Gaga’s Fame fragrance, launch teams for Green Day and Tom Petty, enterprise rollouts across CPG and publishing. Then digital transformation inside enterprise teams. Now I cofound and run Camino5 with my partner, where we work on how brands get found in a search landscape that AI is rewriting underneath everyone.

So I build with AI every day. I also keep the film camera loaded and the rotary phone plugged in. My whole thing is living in both worlds rather than choosing, and honestly, digital still eats more of it than I would like. I am not writing from the other side of that problem. I am writing from inside it.

Tools change and people don’t.

That is the part I keep coming back to. Every few months there is a new model, a new interface, a new thing everyone insists you must learn. Almost none of it changes what people actually need. So I try to teach the part that lasts, and I try to be honest about the part that is going to be obsolete by spring.

What is actually here

The one promise

Here is the thing I want to be held to.

The homepage says "published as I learn it." That is a real commitment and it is easy to write and hard to keep. My last post before this one was in April. Five months. I know exactly what happened: I was heads-down building, and building always feels more urgent than writing about building.

So the promise is not a posting schedule. I am not going to pretend I will write weekly, because I will not, and a cadence I break is worse than no cadence at all.

The promise is this. When I learn something that changed how I work, it goes up here. Not polished into a case study eighteen months later. Not after I have it perfect. While I am still slightly unsure about it, with the parts I got wrong left in.

That is a lower bar than weekly and a much higher bar than what I have been doing.

If you are here

Take the guide. It is the most useful thing I have made and it costs nothing.

Then reply to something, or email me. I read everything that comes in, and it is genuinely how I decide what to write next. If you are stuck on something specific, even better — specific beats polite, and it is more useful to everyone than a general question.

Thanks for being here at the start of it.