Blog
Build notes, decisions, and what access actually costs.
We write things down as we decide them, including the ones that turned out to be wrong. Three kinds of post, and no schedule.
Earlier posts
Why we don't have a target market
Segmentation is the standard advice, and we have deliberately not taken it. This is the reasoning, including what it costs us.
24 July 2026 · 4 min
The naming rules we gave ourselves, and what they cost
Eight rules for product names, one of which has already ruled out three names we liked.
20 July 2026 · 5 min
Jargon is a price
A specialist word saves the writer a second and charges the reader an afternoon.
14 July 2026 · 3 min
Turning down work, in practice
A policy with no recorded refusals has not yet cost anything. So we wrote down how we say no, and how fast.
8 July 2026 · 4 min
Making the mark legible at 16 pixels
Our mark is a hollow ribbon that narrows to a point. Points and hollows are exactly what small sizes destroy.
30 June 2026 · 4 min
What we broke by testing in one language
We designed a layout in English, then measured what a third more text does to it. Four things broke.
22 June 2026 · 3 min
That's everything so far. There's no mailing list yet — when there is, it will be a link rather than a pop-up.