Why does AI sound so generic?
“The writing is fine. It just doesn’t sound like me”, so you try another prompt, and then another, yet nothing changes. AI can only amplify what’s already there – if you give it a topic, it’ll produce the statistical average of everything that’s been written about that topic, because that’s exactly what it’s designed to […]
How designers can collaborate with AI.
A good designer doesn’t start with colours or typography – they start with people. Who is this for? What problem are we solving? What assumptions are getting in the way? What should someone feel after interacting with this brand? What business outcome is this supposed to create? AI can generate thousands of visual directions, but […]
Your logo may not be the problem, but perhaps everything around it is.
“We’ve already got a logo”. We hear this a lot – usually from founders who are wondering why their business still feels inconsistent. Their website doesn’t quite match their sales deck, social posts look different every week, and proposals feel generic. Marketing takes longer than it should because every new asset starts from scratch. A […]
AI Can Build Your Product, But It Cannot Build Your Business
July 9, 2026 The videos are everywhere. A founder documents building a SaaS product over a single weekend; another describes generating an entire marketing strategy with a single AI session; a third explains how they assembled a functional business without hiring anyone. The technology underlying these demonstrations is real, and the productivity gains they represent […]