Insights
How we think about the work
Positions drawn from projects we have actually delivered — on performance, AI, cloud, and hiring. No trend summaries, and nothing we could not defend in a scoping call.
Engineering
3 articlesPerspective
Page weight is a business metric, not a technical one
We cut our own site from 81MB of assets to 21MB and nothing on screen got worse. Most heavy sites are not heavy by decision. They are heavy because nobody owned the number.
18 Jun 2026 · 6 min
Engineering
Server rendering, and why your SEO still depends on it
Search engines execute JavaScript now. That has not made client-only rendering safe for anything whose discovery matters to the business.
8 Apr 2026 · 5 min
Guide
How we scope a project, and why we sometimes say no
A scoping call that ends in an honest no is worth more to both sides than an engagement that starts on a misunderstanding.
20 Mar 2026 · 6 min
Next step
Have a problem that looks like one of these?
A scoping conversation costs nothing and ends with a clear view of approach, a range rather than a number, and the main risks named out loud.