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Why principles

I think every marketing team should have a written set of principles anyone can read. This is mine. It tells you how I'll think about your problem before we've even talked about it, which says more about what working with me is like than a highlight reel would.

Why there's no portfolio

A lot of my best work can't be shown. It lives inside sales decks under NDA, positioning documents that belong to clients, launches with someone else's name on them, and systems that run behind the scenes.

So this site mostly shows you how I think about the work. The Results page has the few I can share.

How it's built

The design is a nod to the 37signals website and its list of ideas that open right where they sit. Everything else is deliberately plain: black, white, and two greys, in light, dark, or whatever your system prefers. The type is SF Pro on Apple devices and Inter everywhere else, served from this site. There are no images. If a design only works with pictures, it doesn't work.

Under the hood, every principle, page, and post is a plain Markdown file. A small Python script turns those files into a static site, so there's no database and no admin login. I built it with Claude Code and a lot of iteration.

I write with AI the same way I build with it. It drafts from my notes and my record, an editor checks it, and nothing goes up until I've read it and said yes.

There's no tracking, no cookies, and no analytics. Your light or dark choice stays in your browser. And if you like the keyboard: up and down, or j and k, step through the principles. Right opens one, and left or Escape closes it.