Colophon

Credit where it's due

Yes, this is a pretty obvious copy of the 37signals website. I've liked their work for a long time, so when it came time to rebuild this site, I borrowed their design almost entirely: the numbered list, the single type size, the way each idea opens right where it sits.

Credit for the design is theirs. The words are mine.

Why principles

I also borrowed the format on purpose. A short list of principles anyone can read is how I think marketing should be run, too.

A list of principles tells you how I'll think about your problem before we've even talked about it. That 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 instead of showing you the work, this site shows you how I think about it.

How it's built

• ContentPlain Markdown files, one for every principle, page, and post. No database and no admin login.
• BuildA small Python script turns those files into a static site.
• TypeSF Pro on Apple devices, Inter everywhere else, served from this site.
• ColourBlack, white, and one grey, in light, dark, or whatever your system prefers.
• ImagesNone. If a design only works with pictures, it doesn't work.
• KeyboardUp and down, or j and k, step through the principles. Escape closes one.
• PrivacyNo tracking, no cookies, no analytics. Your light or dark choice stays in your browser.
• Made withClaude Code and a lot of iteration.