/ Field Notes

Field Notes from the studio.
On AI, visibility, craft.

Short, honest notes on what we're learning while building agents, audits and identities for design-led teams.

Latest

Fresh from the bench.

Field Notes·22 September 2026·6 min

Email Still Outperforms Everything and Nobody Wants to Hear It

A small, owned list of real subscribers routinely earns more than a much larger following on rented social platforms. Here's how to build one and what to send when you have nothing to announce.

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Field Notes·18 September 2026·5 min

A Content System You Can Run in Two Hours a Week

You don't need a marketing department. You need two focused hours a week and a system that doesn't rely on inspiration.

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Craft·16 September 2026·7 min

Your Google Business Profile Is Doing More Work Than Your Homepage

For local and service businesses, the free profile in the map pack often gets more views and more action than the website it links to, and most owners barely touch it.

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AI Visibility·11 September 2026·5 min

What Search Assistants Actually See on Your Site

Tools like ChatGPT and Perplexity read your site differently than a person does. Here's what actually helps them find and quote you.

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Craft·4 September 2026·5 min

The Quiet Work Behind a Good Social Account

Good social accounts don't look like work. They look effortless. Here's the unglamorous process that makes that possible.

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Field Notes·28 August 2026·6 min

Hiring a Marketing Person vs Hiring a Studio

One salary or one small team. Here's the real math, the hidden costs, and when each choice actually makes sense.

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Craft·21 August 2026·4 min

Landing Pages: The Six Blocks That Do the Selling

Most landing pages fail for the same structural reasons. Here are the six sections that actually move a visitor toward buying.

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Field Notes·19 August 2026·6 min

The Quiet Risk Sitting Inside Your Tool Stack

API keys pasted in shared docs, contractors with logins nobody revoked, and three tools nobody has opened in a year. This is the risk that piles up quietly in small businesses.

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Field Notes·14 August 2026·5 min

How to Tell If Your Marketing Spend Is Working

Most businesses track vanity numbers and call it reporting. Here's a simple way to tell if your marketing budget is actually earning its keep.

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Craft·7 August 2026·4 min

How to Brief a Video So You Get the One You Wanted

Most video disappointments trace back to a vague brief, not a bad crew. Here's the structure that gets you the video you actually pictured.

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Field Notes·31 July 2026·4 min

The Case Against Posting Every Day

Daily posting is a habit borrowed from agencies that bill by volume. Here's why fewer, better posts usually win, and how to know your real cadence.

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AI Visibility·29 July 2026·6 min

What Happens to Your Traffic When the Answer Sits Above the Links

AI-generated summaries now answer questions before anyone reaches your website. Here's which pages lose clicks, which keep them, and how to rebuild yours to still earn the enquiry.

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Craft·24 July 2026·5 min

What a Brand Needs Before It Needs a Logo

Most rebrand requests start with a logo. Most of them shouldn't. Here's what to nail down first, and why skipping it costs you later.

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Field Notes·17 July 2026·5 min

Automation for Small Teams: Five Things Worth Wiring First

Automation for a small team isn't robots, it's fixing the five repetitive tasks that keep falling through the cracks. Here's where to start.

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AI Visibility·10 July 2026·5 min

Using Machines Without Sounding Like One

Drafting tools speed up writing but flatten it too. Here's how to use them for structure while keeping your business sounding like actual people.

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Craft·3 July 2026·5 min

Short Video That Does Not Look Like Everyone Else's

Fast cuts and trending audio became the default look of short video everywhere. Here's how to use them without disappearing into the feed.

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AI Visibility·1 July 2026·6 min

Reddit, Forums, and Where Buying Decisions Actually Happen

Search results and AI answers keep surfacing forum threads over brand websites. Here's how to show up in those conversations honestly, and what to do when a thread about you is wrong.

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Craft·26 June 2026·5 min

The One-Week Website: What Actually Takes the Time

Building the pages takes a day. Copy, photos, and approvals take the rest of the week. Here's where a one-week website timeline really goes.

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Field Notes·19 June 2026·5 min

Why Your Content Calendar Dies in Week Three

Content calendars don't fail from lack of discipline. They fail because nobody built a system to capture ideas before the calendar demanded them.

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AI Visibility·13 June 2026·2 min

The AI Search Blind Spot: Why Your $10k Blog is Losing to a Reddit Thread

Discover why AI search often overlooks perfectly optimized corporate blogs in favor of unpolished, third-party discussions, and learn how to adapt your strategy.

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Field Notes·5 June 2026·7 min

When Your Chatbot Promises Something You Didn't

A tribunal once made an airline honour a refund its own chatbot invented. Here's what that means for the bot you're about to bolt onto your website.

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Field Notes from the studio.On AI, visibility, craft.

Fresh from the bench.

Email Still Outperforms Everything and Nobody Wants to Hear It

A Content System You Can Run in Two Hours a Week

Your Google Business Profile Is Doing More Work Than Your Homepage

What Search Assistants Actually See on Your Site

The Quiet Work Behind a Good Social Account

Hiring a Marketing Person vs Hiring a Studio

Landing Pages: The Six Blocks That Do the Selling

The Quiet Risk Sitting Inside Your Tool Stack

How to Tell If Your Marketing Spend Is Working

How to Brief a Video So You Get the One You Wanted

The Case Against Posting Every Day

What Happens to Your Traffic When the Answer Sits Above the Links

What a Brand Needs Before It Needs a Logo

Automation for Small Teams: Five Things Worth Wiring First

Using Machines Without Sounding Like One

Short Video That Does Not Look Like Everyone Else's

Reddit, Forums, and Where Buying Decisions Actually Happen

The One-Week Website: What Actually Takes the Time

Why Your Content Calendar Dies in Week Three

The AI Search Blind Spot: Why Your $10k Blog is Losing to a Reddit Thread

When Your Chatbot Promises Something You Didn't

Field Notes from the studio.
On AI, visibility, craft.