PERFORMANCE01
Why custom coding beats templates in 2025
Off-the-shelf solutions hit a ceiling. Bespoke architecture is the only way out of the template trap.
Field notes from the studio
Honest writing
about building.
Short essays on performance, architecture, and the unglamorous decisions that determine whether a build lasts five years or five months. Roughly monthly. No newsletters, just RSS.
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ARCHITECTURE02
A database is a moat, not a detail
The schema you ship in month 1 is the schema you'll be paying for in year 3. Some heuristics.
SEO03
Technical SEO for custom-coded sites
Most SEO guides assume WordPress. Here's what changes when you're shipping a real app.
PROCESS04
Why we stopped giving estimates and started giving brackets
"It'll take 3 weeks" is a lie. "Between 2 and 5 weeks" is a forecast you can plan around.
MOBILE05
React Native in 2025: still the right call
We've shipped 12 RN apps in the last 3 years. Here's where it bends, where it breaks, and where it still wins.
HIRING06
Senior-only is not a flex, it's the floor
Why our hiring bar starts at 8 years of operating-at-scale experience — and why we won't move it.
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