Become more valuable, not less, as AI accelerates.
I build with AI, test what's real, kill what isn't, and share the whole lot in public. Open code, real numbers, the failures before the wins.
Who this is for
For builders and founders trying to make sense of AI change without drowning in hype.
I'm not an AI guru selling a course of recycled ideas, and I'm not a consultant who's never shipped anything. I'm the bloke in the water: building things with these tools, finding out what actually holds up, and telling you the truth about it before you spend your own time finding out.
I build to learn, not to sell.
Every product is a test of what's real at the frontier. I run the test in the open, give the code away, and write up what worked, what didn't, and why. When something stops earning its place, I kill it in public and tell you what it cost me.
The value was never the software. It's the judgement and the trust, and those only compound if I show my working.
Why it matters
Hundreds of millions of people now get their understanding of the world from a handful of similarly-trained AI models. The answers come back confident, reasonable, and identical for everyone. When the machine hands the whole crowd the same play, the play stops paying.
So the scarce thing, the only defensible thing, is the ability to keep your own mind: real judgement, grounded in real depth, from someone actually doing the work. That's what I'm building here. Not another feed of AI takes. A field report you can verify.
Why you might believe me
- ▹4 published books, including the best-selling book on business continuity in the world for its first few years
- ▹Top 1% of GitHub contributors
- ▹19 products built with AI, across search, trading, monitoring, and benchmarking
- ▹38 years in technology, including complex systems in global banking
- ▹Creator of Efformism, and innovations on The Headless Way
- ▹Code open for anyone to inspect; products killed in public when they don't work
The field report
What's working, what isn't, and what it cost me. Open numbers, written as I go.
Same system, three different traders
Same code, same market, three time periods. One made $964, one lost $217, one's up $321. The difference wasn't the algorithm.
The Prodigal Second Brain
I built a second brain in 2020 and drowned it in my own output. PARA was the right answer to the wrong era. Here is the shape that fits this one.
Building David, Not a Smaller Goliath
How a trading agent reveals the game retail can actually win — by playing where the funds can't or won't go, and learning to love the play.
The products
Built with AI, open to inspect, and killed in public when they stop earning their place.
AI Search Arena
AI Search Arena evaluates GEO/AEO tools against 50+ standardized metrics across dimensions like AI visibility, content optimization, and technical implementation.
AI Search Arena evaluates GEO/AEO tools against 50+ standardized metrics across dimensions like AI visibility, content optimization, and technical implementation. Every score is derived from 6 independent AI model evaluations with median-based synthesis to eliminate bias. Full methodology published, SHA-256 audit packages, and vendor review windows ensure transparency. Market segment filters let users find the best tools for their specific use case: from enterprise SEO to SMB marketing.
PlebTest
Kill bad ideas fast — AI-powered customer interview simulation.
Kill bad ideas fast — AI-powered customer interview simulation
ModelOptix
Consumer Reports for AI — independent trust advisor.
Consumer Reports for AI — independent trust advisor
The deal
If I recommend it, I'm using it.
If it failed, you'll hear about the failure before the win.
My code is open for you to check.
Every product I kill gets a public post-mortem.
That's the whole deal. No funnel, no secret sauce, no "DM me to scale."
I'm in the water, riding this wave in real time, in code and in writing.
If you'd rather learn from someone actually doing the work than someone selling theory from the beach, stay a while. I'll tell you what's working before you waste the time finding out yourself.
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