I Built a Site Just to See If I Still Could
I didn’t need to build the site from scratch. That was the point.
workflow
Behind-the-scenes of how I build, think, and make things happen. Tools, structure, and the way I work.
How Content and Commerce Actually Connect Now
Your content is the storefront. If it’s not reducing friction or moving someone closer to a decision, it’s not connected to commerce at all.
The Sky Is Not Falling
I built the core Let’s Pepper site in under 2 hours—then spent over 8 trying to get one visual detail (the section dividers) to look right. AI can prototype, but it doesn’t ship. This post breaks down why the real work happens after the first draft, and why experience still matters more than ever.
Coaching Without Coddling: How I Support High-Potential People Without Micromanaging
Once I know someone’s worth investing in, I shift gears. Here’s how I coach without taking the wheel—and why presence matters more than pressure.
How We Find the Ones Who Just Get It
Hiring the right consultant isn’t about checking boxes. It’s about building the kind of process that makes the right people show up—and lets the wrong ones opt out early.
When the Tools Get in the Way
We made websites easier to build by hiding the code. But now that AI can write that code for us, the abstraction layers are becoming the new friction.
How I Structure My AI Workflows to Support Real Thinking
My AI workflow isn’t about speed—it’s about clarity. Here’s how I use LLMs to shape messy ideas and reduce drag when I need to think straight.