This is where I think out loud.
Sometimes it’s about work, ideas around growth, experience design, and building things that matter. Other times it’s reflections from life in Thirroul, thoughts on parenting, creativity, or something I’ve picked up from a book, a project, or a walk with Hugo.
I don’t write to be right. I write to figure things out. And if it sparks something for you too, even better.
This shift creates a new organic channel — not just SEO, but LMO (Language Model Optimisation) — where your content must not only rank but be understood, trusted, and surfaced by AI.
Hiring a barrel isn’t enough — you have to let them be one. In this post, Jon Whitby shares why trusting high-impact people is critical to company velocity, and how micromanagement kills momentum.
User journeys and user flows often get mixed up, but they serve very different purposes. This article breaks down the difference, explains when to use each, and shows how they work together to create smarter, more human-centred design.
I built Curious Badger to simplify my SEO workflow — fast, local-first, and tailored to what I actually need. In the process, I was reminded that great SEO isn’t about complexity — it’s about clarity, structure, and showing value quickly.
AI is fast, helpful, and always says yes — but that’s exactly why you shouldn’t let it lead. In this piece, I unpack how to use AI as a creative partner without losing critical thinking, originality, or the value of real human teammates. It’s not about replacing your team, it’s about working smarter together.
Conversion isn’t just about CTAs and funnels — it’s about how the entire experience feels. This post explores how growth and design teams can work better together to reduce friction, build trust, and create experiences that truly convert.
You don’t need to be a marketer to care about how your work performs. This post explores how developers and designers can use marketing metrics to build better products, collaborate more effectively, and celebrate impact as a team.
Metrics are essential, but they don’t tell the whole story. In this post, I explore how data-informed teams can balance performance with empathy, avoid over-optimising the past, and build for what’s next.