The reference library.

Field guides, frameworks and deep dives into the work behind a business.

Vector Engineering

Engineering what a machine samples from when it answers. What you own is larger than what you have made explicit, and the gap between the two is the whole problem.

Read article

Find your next read.

AI & TECHNICAL DEVELOPMENTDefinitive
Updated Aug 16, 2026
Vector Engineering
Engineering what a machine samples from when it answers. What you own is larger than what you have made explicit, and the gap between the two is the whole problem.
23,491 words→
OPERATIONAL SYSTEMSDefinitive
Updated Jul 24, 2026
State Machine Everything
Model the work as a graph: nodes with contracts, edges with conditions, state with one writer per key. Three worked examples and the four moves a graph makes available.
13,750 words→
BUSINESS INTELLIGENCEDeep Dive
PART 1 OF 3
Updated Jul 24, 2026
The Shape of Data I: The Ceiling
The shape you give data decides which questions you can ever ask of it.
10,800 words→
BUSINESS INTELLIGENCEDeep Dive
PART 2 OF 3
Updated Jul 24, 2026
The Shape of Data II: Five Shapes
Every shape answers one class of question cheaply and another class not at all.
12,700 words→
BUSINESS INTELLIGENCEDeep Dive
PART 3 OF 3
Updated Jul 24, 2026
The Shape of Data III: Time and Provenance
When a fact was true, where it came from, and what contradicts it are shape properties, and none of them can be retrofitted.
11,900 words→
ATTENTION ENGINEERINGDefinitive
Updated Jul 22, 2026
Standard Model of Effective Media
Media has two layers, and almost everything is aimed at the wrong one. The innocent thing is the door and the true thing waits behind it.
20,500 words→
ATTENTION ENGINEERINGDeep Dive
Updated May 10, 2026
The Mirror Ocean
The deepest audience relationships come from inflicting bounded existential pressure rather than from giving people what they want, pulling them out of projection mode and into actualization mode.
6,065 words→
SALES & GROWTHQuick Read
Updated May 4, 2026
Conversion Rate Optimization
CRO as a discipline of falsifiable hypotheses run against statistical floors, not vibes-based A/B tests.
3,200 words→
OPERATIONAL SYSTEMSQuick Read
Updated May 4, 2026
Customer Service & Tech Support
Service as the leading indicator of product fit. The transcript corpus is the most underused research artifact in most shops.
4,400 words→
SALES & GROWTHQuick Read
Updated May 4, 2026
Sales Landing Page
Landing page anatomy. Hook, qualifier, proof, mechanism, offer, and the gates between them.
3,800 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
Agent Systems
Agents as composable units of policy, tools, and memory. Orchestration over class hierarchies.
4,500 words→
BUSINESS INTELLIGENCEQuick Read
Updated May 4, 2026
Attribution Modeling
Attribution is a credit-assignment problem you cannot fully solve, so pick the model the decision actually needs.
3,700 words→
ATTENTION ENGINEERINGQuick Read
Updated May 4, 2026
Brand Systems
Brand as a coherent system of voice, visual, and behavioral signals that compounds across surfaces.
3,700 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
Content Compiler
A compiler is a sequence of typed passes. Content as source code; the compiler is a real engineering artifact.
4,200 words→
ATTENTION ENGINEERINGQuick Read
Updated May 4, 2026
Content Strategy
Strategy as a positioning bet expressed through cadence and form. Distribution before authoring.
4,000 words→
SALES & GROWTHQuick Read
Updated May 4, 2026
Conversion Funnel Design
Funnel as a directed graph with defined entry, exit, and amplification points. Diagnose before prescribing.
4,800 words→
OPERATIONAL SYSTEMSQuick Read
Updated May 4, 2026
CRM Automation
CRM as a state machine over the customer lifecycle. Automation that fires on real events, not scheduled approximations.
4,400 words→
BUSINESS INTELLIGENCEQuick Read
Updated May 4, 2026
Dashboards & Analytics
Dashboards designed against the decision the operator is about to make, not the data the system happens to emit.
3,500 words→
BUSINESS INTELLIGENCEQuick Read
Updated May 4, 2026
Data Pipelines
Pipeline as a sequence of typed transforms. Validation at boundaries; observability at every node.
3,900 words→
SALES & GROWTHQuick Read
Updated May 4, 2026
Email Sequences
Sequences as state machines with explicit transitions and behavioral triggers, not arbitrary calendar drips.
3,600 words→
OPERATIONAL SYSTEMSQuick Read
Updated May 4, 2026
Sales Enablement
Enablement is the artifact set that makes the rep effective without the rep having to be exceptional.
4,100 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
Evals & Observability
Evals are regression tests for model systems. The corpus is the spec and the spans are the proof.
4,000 words→
BUSINESS INTELLIGENCEQuick Read
Updated May 4, 2026
Market Research
Primary and secondary research sequenced so each pass narrows the next. Hypotheses earn priority by falsifiability.
4,200 words→
SALES & GROWTHQuick Read
Updated May 4, 2026
Paid Acquisition
Acquisition channels diagnosed through CAC payback windows and cohort retention before any spend scales.
3,400 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
Retrieval Tooling
The retrieval surface decomposed into vector, lexical, graph, and rerank components with explicit fallback.
4,000 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
RAG Knowledge Engines
Retrieval-augmented generation as a four-stage pipeline. Each stage instrumented; each stage falsifiable.
4,100 words→
ATTENTION ENGINEERINGQuick Read
Updated May 4, 2026
Social Engineering
Social is a network of relationships, and posts, comments, and DMs are how the connections get built.
3,900 words→
OPERATIONAL SYSTEMSQuick Read
Updated May 4, 2026
Support Operations
Support as a measurable system. Ticket taxonomy, escalation paths, and the feedback loop into product.
4,300 words→
AI & TECHNICAL DEVELOPMENTQuick Read
Updated May 4, 2026
Systems Design
Ports and adapters, applied to agentic systems. One core; many surfaces; zero duplication.
4,400 words→
ATTENTION ENGINEERINGQuick Read
Updated May 4, 2026
Video Content Engine
Video as the highest-bandwidth proof-of-work surface. Constraints derived from the platform, not the production stack.
3,800 words→
OPERATIONAL SYSTEMSQuick Read
Updated May 4, 2026
Workflow Design
Workflows decomposed into atomic actions, decisions, and handoffs. Every gate enforced; every loop bounded.
4,300 words→
SALES & GROWTHDeep Dive
Updated May 3, 2026
The Velvet Rope
Qualification as a system. The visitor self-selects through a sequence of small commitments before they ever see a price.
22,000 words→
BUSINESS INTELLIGENCEDeep Dive
Updated May 3, 2026
Intelligence Engineering
The discipline of converting raw signal into decision-grade artifacts. Same operations apply whether the subject is a market, a competitor, or a system. Canonical e-book on the methodology behind the engagements that closed at $199.5K and the 50+ account solar portfolio.
15,000 words→
AI & TECHNICAL DEVELOPMENTDefinitive
Updated May 3, 2026
The Observability Manifesto
Observability is the discipline of designing systems that can be interrogated.
8,800 words→
OPERATIONAL SYSTEMSDefinitive
Updated May 3, 2026
People · Product · Process
PPP decomposes any production system into nine sequential stages across three phases. The discipline is naming which stage you are in.
7,600 words→
AI & TECHNICAL DEVELOPMENTDeep Dive
Updated May 3, 2026
The Unified Architecture
A unified agent architecture is an organizational principle. The technology follows from the org chart, not the other way around.
31,000 words→

Selected deep dives

Longer reads on intelligence, attention and audience relationships.

Find your next read.

Vector Engineering

State Machine Everything

The Shape of Data I: The Ceiling

The Shape of Data II: Five Shapes

The Shape of Data III: Time and Provenance

Standard Model of Effective Media

The Mirror Ocean

Conversion Rate Optimization

Customer Service & Tech Support

Sales Landing Page

Agent Systems

Attribution Modeling

Brand Systems

Content Compiler

Content Strategy

Conversion Funnel Design

CRM Automation

Dashboards & Analytics

Data Pipelines

Email Sequences

Sales Enablement

Evals & Observability

Market Research

Paid Acquisition

Retrieval Tooling

RAG Knowledge Engines

Social Engineering

Support Operations

Systems Design

Video Content Engine

Workflow Design

The Velvet Rope

Intelligence Engineering

The Observability Manifesto

People · Product · Process

The Unified Architecture

Intelligence Engineering

Standard Model of Effective Media

The Mirror Ocean