What we build. What broke. What we learned.
Build logs, system teardowns and operator playbooks from six products and the service-business systems we build. Every article names the bottleneck, the decision and the operating lesson.
Three ways into the work.
Product decisions, releases and lessons from software that is still operating.
A close look at where agency and service-business operations slow down.
Practical frameworks for deciding what to simplify, connect, automate or build.
Explore the evidence library.
- Operator Playbooks
How to Scope Internal Software Without Building Too Much
Turn a repeated operational problem into a focused first release with clear users, states, rules, exceptions and a measurable business outcome.
August 6, 2026Read note → - System Teardowns
How to Reduce Key-Person Dependency Without Removing Judgement
Move critical operating knowledge out of one person's head while preserving the judgement and experience that make that person valuable.
August 6, 2026Read note → - Operator Playbooks
How to Automate Client Reporting Without Automating the Wrong Work
A practical client-reporting automation plan that starts with decisions and exceptions, not with copying a manual report into a scheduled workflow.
August 6, 2026Read note → - System Teardowns
When a Spreadsheet Becomes an Operational Liability
Spreadsheets are excellent until a critical workflow depends on hidden rules, fragile formulas and one person who knows how everything fits together.
August 6, 2026Read note → - Operator Playbooks
Custom Software vs SaaS for Agencies: A Decision Framework
A practical framework for deciding what your agency should continue renting, what it should connect and what it may be better off owning.
August 6, 2026Read note → - System Teardowns
The Agency Operations Bottleneck Map
A practical map for finding where agency capacity, delivery and revenue are being constrained before you buy another tool or automate the wrong task.
August 6, 2026Read note → - Build Notes
Building Serpify in Public: The 2023 Product Log
A dated record of Serpify's first public releases, first paid users and the agency workflow problems that shaped the product between May and July…
May 28, 2023Read note → 
Build NotesWhy We Built Serpify: The Rank Tracker Our Agency Needed
Serpify began with a recurring agency problem: rank checking and client reporting consumed time that should have gone into SEO decisions. This is the…
May 23, 2023Read note →
Built from operating problems, not thought experiments.
Six products began as solutions to work we were already doing. The articles show the reasoning behind them.
See what we buildShow us the process your team hates doing twice.
We will tell you whether it needs software, automation, or a simpler process.