What “scalable” actually means
Everyone promises it. Almost nobody defines it. Here's what the word has to mean before we'll put it in a sentence.
Our Journals
Strategy, craft, and a few articles we just felt like writing. From our founder, team, and a few friends.
179 Articles
Boring technology wins
The stack with the waitlist and the Discord will not be maintaining your website in five years. Something duller will.
On mascots and meaning
A surprising number of brands own an animal they can't explain. The difference between decoration and a thesis is whether it survives…
The template trap
Templates aren't a moral failing. They're a lease. The trick is noticing when the rent quietly goes up.
Fast is a feature
Users feel your load time before they read a single word. What they feel is either respect or the lack of it.
Your website is a first impression that never sleeps
Right now, while you're doing something else entirely, somebody is meeting your company for the first time. Nobody from your team is…
Design by committee, death by a thousand opinions
No single note killed the work. That's the trick of it. Each round of feedback was reasonable, and the sum was beige.
The metrics that lie politely
Impressions, pageviews, followers: numbers with perfect manners. They go up, everyone smiles, and nothing changes. Time to audit the dashboard for flattery.
Dark mode isn’t a personality
Our site is nearly pure black. We're aware of how this is going to sound.
Accessibility isn’t a feature request
Somewhere near the bottom of every backlog sits a ticket called "accessibility pass." That ticket is a confession.
Motion should mean something
Your eye notices movement before it notices anything else. Which makes animation the loudest tool on the page, and most sites are…
Write like you talk, edit like you don’t
Draft with your speaking voice for honesty. Edit with a stranger's eye for precision. Copy fails when one brain tries to do…