#craft
Things to Turn Off
Notes from Will Atherton's TikTok ads playbook. The hook formula gets the attention, but the part that quietly does the work is the long list of platform defaults he tells you to disable.
If a Timeline Is Long, It's Wrong
A note on Musk's maniacal urgency from *The Book of Elon*. Five rules, one underlying claim, and the reason it isn't an aesthetic preference.
True First Principles
The cheap version produces a posture. The real version produces a number.
Most First-Principles Thinking Isn't
The phrase has gotten cheap. A note on why, and what the harder version actually costs.
Before You Optimize, Delete
A Tesla story from The Book of Elon, and the part of Elon's Algorithm I keep underrating.
Hours That Don't Compound
A note on M.J. DeMarco's distinction between monomorphic and polymorphic pay, and the test it gave me for what's actually worth working on.
The Spec Is the Moat
A note on Spec Kit, GitHub's new toolkit for spec-driven development. The interesting part isn't what it builds. It's what it keeps.
Hook and Placement
Notes from Koby Conrad's tutorial on Sunflower ads. Two things matter, a scroll-stopping hook and a visible product placement. The rest is support.
The Slow Accretion of Taste
Taste is not downloaded. It is deposited, one small discrimination at a time, by a mind that has bothered to pay attention.
A Note on Small Things
In praise of the kind of software you could fit in a glove compartment, and a short defense of finishing.