Technology.
Practical writing on brand, growth and technology — and on the connections between them, which is where most of the value hides. No trend-chasing, no filler; frameworks and honest trade-offs, written by the team that does the work.
Boring Technology, Deliberately: Choosing Tools You Can Still Hire For
Every technology choice spends a budget you only get to spend once. Here is what novelty actually costs in hiring, documentation and debugging, and the rule for where it is worth spending.
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Static, Server-Rendered or Client-Side: Which Should Your Site Be?
Rendering strategy is settled by two facts you already know: how often the content changes, and how much of the page depends on who is asking for it. Everything else follows from those two.
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Why Is Your Site Fast in the Lab and Slow for Real Users?
A near-perfect audit score and slow real visits are not a contradiction. Devices, networks, cache state and third parties separate the two numbers, and only one of them is what your visitors feel.
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Build or Buy: The Question Behind Every Integration
Differentiation, total cost, exit and time settle the build vs buy decision. Buying is usually right, and the bill arrives as integration work and data you do not own.
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What Does It Actually Cost to Maintain the Thing You Just Built?
The bill for the second year is five separate streams of work, not one line called support. Here is what each one is, who it lands on, and how to budget it without borrowing somebody else’s percentage.
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API Design for People Who Will Have to Use It in Two Years
Naming, versioning, errors, pagination and documentation are the interface. Get them wrong and the bill arrives on every team downstream, for as long as the API exists.
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Headless Commerce: What You Gain and What You Take On
Decoupling the storefront buys you control of the front end. It also hands you checkout, search, promotions and an integration surface that used to be somebody else’s problem.
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When Should You Rewrite Instead of Refactor?
Most rewrites are proposed for reasons a refactor would fix. The few that are justified share one property: the constraint sits below the code, where tidying cannot reach it.
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Hosting Decisions That Are Hard to Reverse
A hosting architecture choice is usually reversible in a weekend. Four parts of it are not: the proprietary runtime, the managed data store, the edge-specific API, and a build only one platform can run.
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Observability for a Site That Only Breaks Occasionally
Website monitoring for a quiet site fails quietly too. Alert on the symptoms a visitor would feel, keep four signals rather than forty, and check the whole setup on a schedule.
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Native App, Web App, or Neither?
The native vs web app choice comes down to capability, distribution, update cost and discovery. On three of those four, most businesses asking for an app are better served by a better website.
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Technical Debt You Should Keep, and Debt You Should Pay Now
Technical debt management fails when every shortcut is treated the same. Some debt sits still and costs nothing for years. Some compounds weekly. Only the second kind deserves a sprint.
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How Do You Hand a Codebase to Someone Who Was Not There?
A codebase handover is not a meeting or a walkthrough video. It is four artefacts: a setup that runs, the decisions behind the code, access that is genuinely granted, and a map of where things live.
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Databases: Choosing One You Will Not Regret at Scale
Database selection is decided by access patterns, operational burden and the cost of changing your mind. Pick for the scale you have, not the one on the pitch deck.
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What Should a Technical Discovery Actually Produce?
Discovery should hand you four things you keep whatever happens next: a decision list, a risk register, an architecture sketch, and an estimate with its assumptions. A proposal is not one of them.
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