On marketing, growth, and the web — plus the occasional tangent. No schedule, no newsletter funnel.
The moment an agent writes to production instead of just reading it is where things break. Six rules that make it safe — and why default-deny is the whole game.
Setting up custom-made products by hand took me six months for one line. A guard-railed AI agent did a collection in a week — how, and why to start now.
There's no Search Console for ChatGPT. Here's how I track whether AI is citing a brand — the proxies, the manual checks, and what's actually worth watching.
A tiny markdown file that hands AI a clean map of your site. What it does, how to write a good one, and an honest take on whether it's working yet.
Before an AI can cite you, it has to read you. Server rendering, clean structure, and schema are the line between being quoted and being skipped.
GEO isn't a new dark art — it's SEO pointed at machines that answer instead of rank. The whole playbook: who's reading, what gets cited, and how to measure it.
Half of SoiTarot is built for machines to crawl. The other half is built for a person to play with. They share a brand and almost nothing else.
When generating a page costs nothing, the page isn't the product. The gate that decides whether it ships is.
I built a thousand-page site in about a week with a room of AI agents. The interesting part wasn't the speed.
How I'm building a marketing tool by proving it works — one side-by-side demo at a time — instead of stacking features nobody trusts yet.
The thing that keeps a thousand AI-generated images from reading as slop isn't a better model. It's one art direction, held without mercy.
How SoiTarot got animation that feels alive on the interactive pages without wrecking performance across fifteen thousand SEO ones.
Why I wrapped every data source — Shopify, Meta Ads, Search Console — as its own MCP server instead of one big script. The boring decision that makes everything else composable.
I named it Jarvis. It pulls every scattered marketing number — Meta, Google, TikTok, Search Console — into one place a business owner can actually read. Here's the thesis behind building it.
The newest slice of Jarvis: a support inbox that reads the thread, checks the order, and writes the reply — as a draft, never sent.
How SoiTarot got a look before it got a build — three directions, one locked art direction, and a design system a machine could hold the line on.
Why one person can win a content-hungry niche: a lot of search demand is just combinations, and combinations are exactly what a system is good at.
I did the AEO work — llms.txt, structured data, doors open to every AI crawler. ChatGPT still hasn't cited SoiTarot once. Here's why that's exactly what I'd expect.
One agent doing everything is a mess. The trick to building SoiTarot solo was a small team of them that could hand work off without me in the middle.
Every default is a decision someone made for a thousand people. Most of them are wrong.
A defense of the unhurried build, written for an audience of one — me.