Discovery is usually 10–15% of a project's budget, but it determines 100% of what gets built.

When discovery's optional, production becomes guesswork.
When it's strategic, it becomes predictable.

What would your next project look like if discovery was non-negotiable?

I once had a prospect say they didn't see the value in discovery.
Their software was 20+ years old written in legacy code, built on a dead database, and the developer vanished 15 years ago.

I still think about that company... I hope their doing ok.

There are two kinds of work in every project:
1️⃣ Doing the work: prototyping, development, delivery.
2️⃣ Figuring out what work needs to be done: discovery, alignment, specification.

Most teams try to minimize the second because it feels like overhead.

"enhska, tékeni, áhsen!" — this movie was the most fun movie watch I've had in a long time 🔥

First they release SlopTok, and now for their next AI innovation... a web browser.

Watch or listen:
🎥 YouTube → youtu.be/omk9jSikhZA

Here's the short version:
→ Web design is storytelling. It's how your brand looks, feels, and performs at first glance.
→ UX design is systems thinking. It's how that story converts, scales, and endures.