Thinking
Writing about AI, agencies, and how work actually changes.
These are the ideas behind the practice, all of them grounded in two years of integrating AI into real client work and fifteen years of watching how creative teams actually operate.
AI + Leadership
The Role Agencies Don't Have Yet
The gap between knowing things need to change and actually changing is where most agencies are stuck. The fastest way to close it is a person, not a subscription.
May 2026
AI + Strategy
Your AI Strategy Is Pointed at the Wrong Thing
The companies getting real value from AI are treating it as growth technology, not a cost-cutting tool. Efficiency is a race to the bottom.
April 2026
AI + Leadership
Efficiency For What?
Three out of four executives admit their AI strategy is more performance than plan. The question nobody has answered: what is this actually for?
April 2026
AI + Operations
Who Owns the Workplace?
Agency leaders talk about dynamic, AI-forward futures while running operationally identical studios to 2018. Someone has to own how the team actually works.
May 2026
AI + Process
Building an AI-Assisted Brand Workshop from Scratch
After fifteen years of brand workshops, I rebuilt the process with AI tools. The workshops themselves got better because I could finally pay attention.
December 2025
AI + Design
Designers Are Building Again
The translation layer between what a designer intends and what gets built is collapsing. Designers who think in systems can suddenly execute at the speed of their own thinking.
April 2026
AI + Design
Why AI Won't Replace Designers
AI produces competent surfaces. The judgment about whether those surfaces solve the actual problem still takes years of experience to develop.
March 2026
Strategy
Cross-Industry Pattern Recognition as a Design Advantage
Working across enough industries lets you separate the conventions that serve a real purpose from the ones that are just habit nobody questioned.
January 2026
Brand Strategy
The Clarity Problem Most Brands Don't Know They Have
Brands come to designers thinking they need visual work when the real problem is nobody in the organization agreed on what they are trying to say.
February 2026