What we will not take on
Free to read: three kinds of work we turn down, and the reasoning behind each.
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A lens, not a room
Startups
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Startups
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Why the second week is where it breaks
Adoption rarely fails on day one. It fails when the person who asked for it goes on leave.
Untitled
We retired a proposal template this week. It still offered a "roadmap workshop". We stopped selling those a year ago because nobody could ever point at what changed afterwards. Took us twelve months
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Shelf-kit preorder went live and I'm floored — 14 prepaid in the first day. Cody was right: presell before you build. Here's a quick shop walkthrough of the walk-up counter I'm fabricating for the Riv
The intake form we ran for a year, then deleted
Four fields did the work. The other eleven made the form feel serious and taught us nothing.
Riverside Kiosk Launch
A walk-up espresso kiosk on the river — building the counter, the menu, and opening week in the open. Raise your hand.
How I rebuilt my bakery's ordering flow in one weekend
The Saturday-morning line was killing walk-ins. Here is the exact funnel, the form that does the heavy lifting, and the numbers three weeks in.
Week one of the commissary build-out, with receipts
Permits, the $3,100 surprise, and why we tore out the first floor plan before a single oven landed.
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