Thoughts
Musings, models, and mental frameworks from inside the founder's head. Less "how to", more "why even".
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Nothing Beats a Jet2 Holiday - Except Great UX
A cinematic-universe tour of cognitive diversity that lands on a simple rule: design for the Jet2 Holidaymaker and everyone else is easy.
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More for Me: When Systems Thinking Goes Too Far
A single teabag. A question. And the collapse of economic logic under the weight of real-world absurdity.
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Why I Built My Own Solar + Battery System
How four days, a sparky, and a bit of stubborn curiosity led to my off-grid hybrid power system - and what it taught me about systems thinking.
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Why I Wear Boots on Planes (and You Should Too)
A darkly curious look at failure, systems thinking, and surviving when everything goes wrong.