Field Notes

Thinking
out loud.

Notes on strategy, design, engineering, and the occasional opinion we probably should have kept to ourselves.

Brand3 minJul 7, 2026

Introducing Kelvos

You don't have a brand problem. You have a decisions problem.

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Strategy3 minJul 2, 2026

The Finishing Problem

I didn't know what I was missing until I was already missing it, which, in retrospect, is a very on-brand way to learn most things.

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Strategy / AI4 minJun 29, 2026

Why AI Makes It Worse

AI made building the parts trivial. It did nothing to make them fit. The faster you generate, the faster everything drifts out of sync, and a better model widens that gap before it closes it.

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Design3 minJun 15, 2026

Made by Strangers

A product made by strangers feels like a product made by strangers. A product with a steward feels like somebody loves it.

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Strategy5 minJun 10, 2026

When AI Is Wrong, It's Confidently Wrong

AI rarely tells you when it doesn't know something. Instead it hands you a confident, fluent explanation of the wrong thing, and fluency reads like knowledge.

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Company4 minFeb 18, 2026

AI-Powered Product Strategy: Maximize Product Velocity

Building products is easier than ever. Knowing what to build is harder than ever. That’s the tension we kept seeing. So we built for it.

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Design6 minMar 25, 2025

Design, strategy, and making it feel inevitable

There’s a moment when a founder sees their product fully rendered for the first time. It’s not shock. It’s not joy. It’s relief.

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Case Study5 minFeb 11, 2025

We let AI co-create an identity system

When Elevate Ventures asked us to brand their AI Workshop, the brief was simple: make it smart, make it sharp, and don’t make it feel like a PowerPoint with a fancy jacket.

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Brand4 minJan 28, 2025

Brand isn't the frosting. It's the framework.

When someone says ‘we’ll make it pretty later,’ they think they’re buying time. They’re not. Brand isn’t aesthetic polish. It’s structural, and the debt starts on day one.

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Brand5 minJan 7, 2025

The future of brand expression in products

Brand used to live on the homepage hero and the merch hoodie. Now it lives in the tooltip that doesn’t make you feel dumb.

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Design3 minDec 10, 2024

Coherence is the bottleneck

AI just changed the economics of building. Output is no longer the bottleneck. Defining coherence is.

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Operations6 minNov 26, 2024

Why your product isn’t shipping

Your product backlog is screaming. Your designer is ‘between cycles.’ You’ve got two engineers doing the work of six. Let’s walk through your options.

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