Notes

How we build, and why we build it that way.

Written by the people doing the work. Method rather than commentary.

Marketing measurement needs a spine

Measurement · 8 August 2026

Connecting spend to revenue means an unbroken chain of joins. Where the chain breaks you get a number nobody can act on, which is what an ontology is for.

Measure the incumbent before you train anything

Method · 7 August 2026

A holdout score tells you a model is consistent with its own test data. It tells you nothing about whether the model beats the spreadsheet it was built to replace.

The approval gate is the product

AI systems · 7 August 2026

Getting a model to write a decent client update is now the easy part of the job. The hard part is the two minutes a human spends approving it, and the thing that governs those two minutes is the clock.

When you cannot call the real data source

Architecture · 7 August 2026

The numbers everyone trusts often sit behind a desktop add-in, a portal with an export button, or a licence the client has not bought. That should change the architecture. It should not stop the build.