Insights
Practical writing on marketing, technology, and the awkward gap between them. No thought leadership, just what we have actually had to figure out.
The licence is the easy part. Two images we nearly shipped passed every licence check and would still have been mistakes: one had placeholder profanity on screen, the other carried three shipping lines' trademarks.
It is not the colours or the copy. Sites built with AI assistance converge on the same layout grammar, and you can count the tells. Here is what they are and which ones actually matter to fix.
A transactional email pipeline reported success on every send while delivering nothing. The authentication was perfect. The problem was that the mail came from our own domain, and that is exactly what our mail filter was built to stop.
Google Consent Mode only governs what runs after it. We shipped a correct implementation where the framework quietly hoisted the analytics tag above the consent defaults, and cookies were set before anyone chose.
Microsoft will give an early-stage startup up to $150,000 in Azure credits, but the headline number is the last tier, not the first. What the milestones really require, who is excluded, and the deadlines that quietly void the whole thing.
Azure Static Web Apps cannot do a zero-downtime custom domain migration. Here is why, what the outage actually costs, and the sequence that keeps it to a few minutes.
Every ad platform reports more conversions than you actually had. Here is where the double-counting comes from, why tightening the tracking only half-fixes it, and what to measure when attribution runs out of road.
Split a freight invoice the obvious way and a loss-making product can look like your strongest performer. A worked example, why it happens, and what we built CogsIQ to fix.
Most of what we publish starts as a question a client asked. Tell us yours and we'll give you a straight answer.