Notes on brand, specification and product design. I write to order my own thinking and, along the way, leave a trail of how I build.
Brand EngineeringLaunching late costs more than launching incomplete. This is the full route —launch, positioning and the three possible readings of the market— with the tools to iterate on the brand, not just on the product.
21 Aug 2026 · 13 min read read
SEO & GEOGoogle ranks links; ChatGPT and Perplexity write answers. Two different games with different rules: SEO optimizes pages to rank, GEO optimizes answers to get cited. This site plays both at once — here's how.
23 jul 2026 · 6 min read
Creative codingA creative coding experiment born from a silly question: how does a QR actually work? From Morse to barcodes, from code to the metaverse, and from there to extruding every square of a QR until a link becomes a 3D city you can scan.
12 Jul 2026 · 8 min read read
Opensource KnowledgeIs intelligence something you 'download', or do you have to be intelligent to learn? Today knowledge behaves like free software: it gets copied, translated, adapted and improved as a community. I call that way of learning Opensource Knowledge, built on four pillars: accessibility, distribution, updating and collaboration.
24 Jun 2026 · 7 min read read
Product DesignCollecting, filtering and analyzing information is the foundation of any research. The practical guide: from framing the problem to the types of data, the techniques to extract it (primary and open-source) and the ways to analyze and visualize it.
24 Jun 2026 · 12 min read read
Brand EngineeringNaming on a hunch is expensive: names that mean something ugly in another language, with no free domain or impossible to register. The complete guide to naming —the two routes, the disaster check, availability, the criteria and the Name Sheet— with the workflow diagrammed.
22 Jun 2026 · 12 min read read
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