Field Notes
Systems, written up as they happened.
Not generic advice. Every note starts from a real project — the problem, the obstacles, what we built, and what changed.
Ownership · 10 September 2026
Your website works fine. You just don't own it.
From the outside everything looks normal. You find out the day you want to change a price — and discover that the hosting, the domain and ten years of search ranking sit in somebody else's account.
5 min read
Content · 9 September 2026
€1,500 a year for one article a month
The invoice arrives every year. Twelve articles arrive with it. Nobody reads them — including the person who signed the contract. Here's what that money was actually buying, and what replaced it.
5 min read
Operations · 8 September 2026
Somebody retypes the price list for three weeks. Twice a year.
Every supplier raises its prices at least twice a year, thousands of items at a time. In most distributors a person retypes them by hand. Nobody calls it a problem, because it has always been done that way.
5 min read
CRM · 7 September 2026
The customer list nobody calls
You have more customers than you think. They're in the management system, in three spreadsheets and in two personal inboxes. Try answering this by tonight: who bought from us more than eighteen months ago and hasn't since?
5 min read
Process · 6 September 2026
You sent the quote. Then what?
Most companies can tell you how many quotes they sent last month. Almost none can tell you what happened to them. The process is written down up to "send" — after that it lives in somebody's head and their sent folder.
5 min read
Internal tools · 5 September 2026
The warehouse runs on paper because the software is unbearable
The company bought the system. It's paid for. And in the warehouse there is a clipboard. Everyone treats this as a discipline problem — it isn't. The people avoiding the software are the ones who know the job best.
4 min read
Decisions · 4 September 2026
Buy it or build it?
Usually asked as "how much does custom software cost?", which is the wrong question. Here is the honest version — including the cases where we tell people to buy something off the shelf and not hire us.
4 min read
Launch · 3 September 2026
Online is not the same as launched
A feature we built sat online for weeks and was used once. Out of more than four thousand people. Not because it was bad — because the switch that made it visible was off, and nobody noticed. Including us.
4 min read
Case study · 20 August 2026
We moved 3,563 products off WordPress without losing a single Google ranking
Ten years of search ranking, an external agency holding both the hosting and the content, and a blog costing €1,500 a year for one article a month. Here's how we rebuilt it — and why the migration itself carried zero risk.
6 min read
Product · 12 August 2026
Why we built a verification engine instead of another job board
Anyone can list people next to each other. Knowing which ones are actually good is a system problem — and the obstacles were never the ones we expected.
5 min read