Field notes & essays
In-depth, honest articles on custom software, CRM automation, HubSpot, integrations, and the judgement calls in between — written from real work, not summaries.
"Maintainable" gets used as a vague compliment. Here's a concrete, non-technical explanation of what it really means — and why it's a financial decision, not an aesthetic one.
Bigger isn't automatically better in software. Here's an honest look at what you gain — and what you actually give up — working with a senior-led boutique that scales through a trusted network, rather than a large agency.
Custom software is sometimes exactly right and sometimes an expensive mistake. Here's how to decide honestly — including when the answer is to build nothing, and why the best answer is usually a bit of both.
Taking over software you didn't write is disorienting and easy to do badly. Field notes on understanding a system before you touch it — and on resisting the rewrite that feels so obviously right and so often isn't.
4 articles in Technical Consulting