Automation
Automation that doesn't embarrass you six months later
Anyone can wire a trigger to an action. The work that matters is the guardrails that stop it becoming a nuisance.
30 May 20265 min
Blog
Notes on building CRM that people actually use
Occasional writing on custom CRM, automation, WhatsApp and the unglamorous work of adoption — from the team that builds these systems, not a content mill.
WhatsApp & Meta
The WhatsApp API: the part vendors skip
The 24-hour window, template categories, quality rating — Meta's rules, not ours. Building without designing around them is how numbers get restricted.
12 May 20267 min
Adoption
Why your team refuses to use the CRM
Adoption fails on habit, not on features. The fix starts before a line of code, with who you interview.
24 Apr 20265 min
Industry
One customer, not three: unifying your channels
She buys in-store, again on Amazon, and asks a question on Instagram. To most systems she is three different people.
8 Apr 20266 min
Custom CRM
What a discovery workshop actually does
Before anyone writes code, somebody has to map the mess. Here is what that week produces, and why it is paid.
20 Mar 20265 min