Constructing
INSInsights
Notes from the
drawing board
No thought-leadership theatre. Short, useful writing about the decisions businesses actually face — websites, systems, AI, email and growth.
- Product4 min
What to send when you can’t write a brief
Nobody with a new idea has a specification. Here is what a builder actually needs from you instead — and why the rough version beats the polished one.
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Business Systems2 minA website is not a digital system
The site is the visible tenth. What decides whether your digital investment pays is everything wired up behind it.
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Business Systems1 minWhere digital projects actually go over budget
It's rarely the build. The money disappears in coordination, translation and rework — the costs that never appear on a quote.
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AI1 minWhat AI changes about building software — and what it doesn't
AI has collapsed the cost of production. It has not collapsed the cost of knowing what to build. That changes who you should hire, and for what.
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Email1 minEmail is infrastructure, not marketing
Before a single campaign is worth sending, your domain has to be trusted. Most businesses skip the plumbing and then blame the channel.
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Business Systems1 minThe integration tax: what five suppliers really cost
Web from one firm, email from another, CRM from a third. Each invoice looks reasonable. The total never does.
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Product1 minWhen your business needs an app — and when it doesn't
Custom software is the highest-leverage money a business can spend, and the easiest to waste. Here's the honest decision framework.
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The Working Drawing
Occasional, deliberately useful notes on building the digital side of a business. No cadence theatre — we write when there's something worth your inbox.