§ Notes Field notes on brand coherence, for humans and AI

Speaking It Into Life.

We log more screen time than we do sleeping, and tweeting or checking emails is harder for people to resist than cigarettes and alcohol. — Universal Principles of UX We log more screen time than we do sleeping, and tweeting or checking emails is harder for people to resist than cigarettes and alcohol. — Universal Principles of UX

№ 01

Aug 31, 2026·Systems & Safety

Property Over People

How smart car security models can fail human safety. What does this teach us about designing complex systems for actual humans?

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№ 02

Aug 23, 2026·Signal & Perception

The Signal Between Us — The Intuitive Part

We are always signaling. On preserving the human signal as an idea travels from a founder’s mind into a product, and from that product into someone else’s perception.

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№ 03

Aug 31, 2026·Craft & Method

Emotional Intelligence Is Now a Technical Requirement

Emotion infuses perception, attention, learning, memory, and thought. If it's part of how humans decide what matters, understanding it is part of understanding what a brand means.

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№ 04

In progress·Language & Search

You Think in Feelings, You Type in Fragments: The Hidden Translation Layer Between Mind and Search Bar

The core linguistic gap between internal experience and external query, and why brands optimizing for typed keywords miss the felt need underneath.

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№ 05

In progress·Brand Systems

Coherence Is the New Consistency

Why matching visuals and tone across channels isn't enough anymore; the emotional logic has to hold together, not just the color palette.

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№ 06

In progress·AI Trust

What a Mouse That Doesn't Fit the Hand Can Teach You About AI Trust

Extending the product-design principle — rejection as incoherence — to how AI systems and humans alike reject brands that don't "fit."

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№ 07

Sep 2, 2026·AI Visibility

Why Does AI Describe Your Company Wrong?

Models don't describe your company; they describe the consensus they can find about it. What to do when there isn't one.

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