Writing
Thinking out loud about AI, marketing, and the work of building things.
Marketing & Agency Ops
Stop Hiring for Marketing Tactics. Start Building Marketing Systems.
Most marketing teams are organized around tactics: the SEO person, the paid person, the content person. The result is a collection of channels that don't talk to each other.
February 10, 2026Marketing & Agency OpsNetwork Effects in a Service Business: Why We Built VAN as a Portfolio
Single-brand agencies don't compound. They grow linearly with headcount. A portfolio architecture changes the math by creating shared leverage across brands.
January 27, 2026Marketing & Agency OpsThe SEO-to-AEO Pipeline: Why Search Optimization Is Splitting in Two
Search is forking. Traditional SEO still matters, but a new discipline is emerging: AEO, or Answer Engine Optimization. Here's how the two relate and why you need both.
January 6, 2026