NS

Writing

Notes on software,
systems and building.

Essays and field notes from the work, what I'm learning about engineering, ecommerce, automation and shipping products that last.

6 published notes

Topics
01Engineering12 Sep 2026 · 5 min read

Your website is not the product

The website is the door. The system behind it, store, data, automation, is the house. Most businesses redesign the door and wonder why nothing changes.

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02Ecommerce28 Aug 2026 · 6 min read

Server-side tracking is the difference between data and noise

If your GA4 numbers don't match your orders, the problem isn't GA4. It's that your tracking runs entirely in the browser, where blockers, consent and speed all lie.

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03AI9 Aug 2026 · 6 min read

Building AI automation that actually ships

Most AI projects die in a demo. The ones that survive treat the model as one component in a boring, reliable system, with humans still in the loop.

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04WooCommerce22 Jul 2026 · 5 min read

The WooCommerce checkout is a system, not a page

People ask me to 'fix the checkout'. The checkout isn't broken, it's the collision point of pricing rules, taxes, shipping and payment providers. That's where the work is.

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05WordPress30 Jun 2026 · 5 min read

The quiet case for owning your stack

Page builders make you fast for the first month and slow for the next five years. Ownership, of themes, plugins, decisions, is the unglamorous alternative.

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06Product Building14 Jun 2026 · 4 min read

Shipping small products fast

The advantage of a one-person product is speed and taste. The discipline is choosing scope so small that 'done' is a realistic week, not a fantasy quarter.

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