Insights
Things worth knowingbefore you build.
Notes on the decisions that actually change project outcomes — written for the people paying for the work, not for other developers.
All insights
Code and Thrive5 min read
Your website has one job. Most sites are doing six.
A site that tries to serve every audience at once converts none of them. How to decide what a page is for before designing it.
Strategy
Code and Thrive6 min read
When custom software is worth it — and when it isn't
Building is not automatically better than buying. A practical test for deciding which side of the line your workflow sits on.
Technology
Code and Thrive4 min read
Site speed is a revenue problem wearing an engineering costume
Core Web Vitals get treated as a technical scorecard. On a commercial site they are closer to a shopfront door that sticks.
Performance
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