Writing
How I think about the work.
Write-ups drawn from systems on this site. Each one is about a specific decision and what it cost, not general advice.
Engineering
- Sep 15, 20266 min readGive the Revenue Path Its Own Test SuiteMost applications test every route to roughly the same standard. But one path carries the money, and when it breaks quietly you find out from a slow month — not from CI.
- Sep 8, 20267 min readWhat Makes a Semantic Cache Safe Enough to ShipA semantic cache that is too eager does not return an error. It returns a confident, well-formed, wrong answer. Here is how I tested for that while building ContextGate.
Earlier writing
From before the focus moved to engineering. Kept up because deleting old work is its own kind of dishonesty.
- Website vs. Lead Generation System: The One Thing That MattersStrategy · Mar 20, 2026
- Who Is Eric Jokl and What Does He Do?About · Feb 27, 2026
- Most Websites Fail Before Design Even StartsDesign · Jan 31, 2026
- Why TikTok Replaced Google for Early-Stage DemandStrategy · Feb 3, 2025
- What I Mean When I Say "Digital Builder"Philosophy · Feb 2, 2025