Insights
Notes on design, engineering, and getting cited by AI.
Practical writing on how we design and build products end to end — and on generative engine optimization, the work of getting your brand into AI answers.
What Is Generative Engine Optimization (GEO)?
Search is shifting from a list of links to a single generated answer. GEO is how you make sure your brand is in that answer.
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GEO vs SEO: What Is the Difference, and Do You Still Need Both?
They share DNA, but they optimise for different moments. Here is how to run them together.
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How to Get Your Brand Cited by ChatGPT and AI Search
The moves that make your content easy for an AI engine to quote — and trust.
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Why the Design-to-Development Handoff Breaks Products
Every spec is a translation. Every translation loses something.
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Design Tokens Explained: One Source of Truth for Design and Code
The smallest unit of a design system, and the reason it stays in sync.
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Core Web Vitals: A Practical Guide for Product Teams
Three metrics that decide whether your site feels fast — and what to do about each.
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