Your analytics dashboard is lying to you by leaving things out

A brand I work with was sure it mostly sold bundles. The dashboard couldn't prove it either way — so I went and got the data it was quietly leaving out. The number ended the debate.

Claude Skills vs Claude Agents: the difference that actually matters

A Skill is a recipe Claude pulls off the shelf. An Agent is a coworker you delegate a whole job to. Here's the operator-level explanation — and why the real difference is memory, not power.

Lovable Just Fixed Its Biggest SEO Problem

A few weeks ago I wrote that Lovable sites had an SEO ceiling — the SPA problem that meant Google could barely see them. With the new pre-rendering and SEMrush integration, that ceiling just got lifted.

I pointed the Meta MCP at a real ad account. Here's what it found in ten minutes.

A few weeks after wiring Claude into Meta Ads Manager, I ran a real ROAS audit on a live account. One zombie campaign, a hidden optimisation trap, and a lesson about where the human judgement still lives.

The Death of Generic AI: Why Deep Domain Expertise is the Only Real Leverage Left

We are currently living through the great AI disillusionment.

Meta just opened Ads Manager to Claude — here's the setup that actually works

Meta just shipped an official MCP server that lets Claude, ChatGPT, and Gemini drive your ad accounts through natural language. Here's what it does, how to wire it up in five minutes, and what's quietly waiting to bite you if you do this without knowing the platform.

Beyond the Remix: A Multilingual Setup for Lovable That Actually Scales

Remixing your Lovable project into a new language is a great first move. It is a terrible fourth one. Here is what to do instead.

Beyond the Junk Drawer: Mastering Knowledge with Progressive Disclosure and AI

Stop reading everything. Start disclosing intentionally. Here is why.

Why I'm Bringing My Work Closer to Home

Over two decades of international work, and now I'm turning my attention closer to home. I want to connect with more entrepreneurs and local businesses in the region where I actually live — where my kids grow up and where I go to the bakery every morning.

Utility Over Hype: The Business Case for the $599 Mac

Tech reviewers are calling the $599 MacBook Neo a failure, but they’re missing the point. As a marketer and dad navigating the space between Slack and school runs, I’m looking at why "good enough" is a masterclass in essentialism—and why 99.7% of us are overpaying for power we never use.