Semrush Has Had Its Day
Search Console already tells me where my sites rank, from Google's own numbers. Everything else Semrush sold me now costs pennies a question, or I build it better myself.
The Art of Reduction
"The more you add, the more you're taking away. Know when you need to stop."
A working document. Not a portfolio, not a blog. Practitioner notes from inside.
One operator. One codebase. One operating system that boots in seconds and maintains state across sessions. 27 years of digital craft compressed into infrastructure that makes a solo practitioner move at the speed of a team.
This is the practice of building with AI from the inside. Not tips. Not tutorials. The actual work — documented as it happens, proven by the commit history, refined by the corrections.
The model is a commodity. The situation is the edge.
The method is for hire at We Build Stores — this site is where it gets worked out.
Latest Writing
Working notes and the longer arguments, collected: the writing →
Fighting The Average
A model arrives full: every business book, every agency blog, every hedge it has ever read. Writing with it is mostly taking that out, and the one thing you put back is the thing it can't supply. Why AI writing is terrible, and why writing with AI and your own voice isn't.
Everything I Thought I Invented, Sir Clive Sinclair Got There First
Sir Clive Sinclair put a computer in an ordinary British bedroom in 1982, and the achievement was the price rather than the 48K. I spent a year building a way of working with AI that I was proud of, then found every idea in it worth having already sitting in that machine.
I Rebuilt Jira Badly, Eight Times
Jira hands you the whole board on day one. I built mine one rung at a time over 5 months, badly and then less badly, and each rung turned out to be a question I could not have asked from the rung below.
We Can Only Magpie Because We Have a Nest
Every Friday I work a standing watchlist of repositories, then go hunting for the ones too new to be on it. The word for that is magpieing, and it only works because there's somewhere for the borrowed thing to land — the haul is a function of the substrate, not the source.
The Window Isn't Memory
Every subscriber pays the same monthly fee and buys the same larder, and the difference in what comes out is operator knowledge. I wrote last May that the skill was context discipline — keep the window light. I was right about the discipline and wrong about why it worked, and the measurement that corrected me says something counter-intuitive: a resident context nine times the size can cost less per turn than a small one you keep rewriting.
Fifty-Eight Quid: The Afternoon I Filed My Own Corporation Tax
Three days after writing that correctness is cheap now, I got the receipt. A corporation tax return prepared, checked and filed from the system that runs everything else here — a £57.95 bill paid the same afternoon, one catch at the entry screen that proves the method, and the strange discovery that paying the taxman now costs more in software than in tax.
Correctness Is Cheap Now. Covers Still Aren't.
I built my business on baked beans and the belief I couldn't afford to do things properly. That belief turned out to be two debts wearing one coat — knowing how to do the books, and the cash to survive — and only one was ever the hard part. Why doing things properly got cheap, why revenue didn't, and why a monthly retainer buys real compliance but never the hours that depth needs.
When the Substrate Outpaces the Operator
Nine and a half months into building an AI operating system on Claude Code, I asked it to inventory itself. It found a paying client the roster wasn't counting and fifty pages with no direct route in. Context drift arrives inside year one — and the fix is a discipline, not a tool.
Describing Is Dead. Doing Isn't.
AI Overviews gutted the how-to blog — a hundred successful sites lost 85% of their traffic. The pages that survived didn't describe something, they did something. That line is the whole game now.
The Grooves: Why 'Joe Gargery' Beats 'Be Humble'
Naming a principle after a literary character routes the instruction through the deepest channels in a language model's training data. Why 'Joe Gargery' carries weight in prompt engineering that 'be humble' never could.