Field notes
Field notes on product, growth and AI content machines.
Latest note · 2 November 2026 · 7 min read
Growth marketing
A B2B LinkedIn content strategy: publish before you prospect
Before you message a stranger on LinkedIn, give them a reason to have heard of you already. That is the whole idea behind media first.
Read the note →- 02Development & AIWebflow for a B2B website your team can run on its ownWebflow suits many B2B websites well, as long as you decide who can change what before the first page is designed.7 min read →
- 03Strategic analysisUser personas that help you decide, not decorate a shared folderA persona is only worth something if it helps the team settle a decision, and that has to be planned before the first profile is written.7 min read →
- 04Building & managing teamsScrum in an SME, who holds the roles when the team is smallSomeone suggests Scrum and your team already does three jobs? What I check first, who can hold the roles, and how to run a first sprint.8 min read →
- 05Project leadershipTechnical website audit, what I check before a redesignBefore rebuilding a site, I check what is actually broken and whether a redesign would fix it. How I run the technical audit and sort what I find.9 min read →
- 06Scoping & specificationsDigital project scoping: what I fit into one weekA day-by-day plan, a two-page scoping note template, and the cases where one week is not enough.9 min read →
- 07Growth marketingAI SEO and GEO, what is proven and what is notSomeone is selling you a GEO service. Here is what Google, OpenAI and two studies say about it, and the short list I would check before paying.7 min read →
- 08Development & AIIntegrating HubSpot with your website without losing contacts along the wayConnecting a website to HubSpot takes an hour. Making sure every enquiry lands in the right place, with the right consent, takes a little more method.8 min read →
- 09Development & AIMigrating to Next.js and Sanity without losing pages along the wayRebuilding your site in Next.js and Sanity depends less on the code than on the URL list, the redirects and the cache. Here is how I prepare the switch.7 min read →
- 10Development & AIAutomate content publishing before you produce moreBefore asking for more articles, count how many are already waiting to be published. That is where I start automating.7 min read →
- 11UX & prototypingOne Figma design system for several brands, without making them identicalSharing components across brands saves time, as long as you first decide what differs from one brand to the next and write it down in one place.8 min read →
- 12Project leadershipProject steering committee: what it decides and how to prepare itA steering committee that listens to a progress update costs busy people an hour. One that makes decisions moves the project forward.8 min read →
- 13Project leadershipFreelance digital project director, what the role really coversWhat a freelance digital project director really does, when it is the wrong choice, and which documents to ask for.7 min read →
- 14Growth marketingClaude for marketing: what I give it before asking for a wordClaude writes quickly and well when it knows who it is writing for, in what voice and with which facts. Otherwise it writes like everyone else.8 min read →
- 15Development & AIOdoo PrestaShop connector, what I decide before plugging it inWhat to settle before installing a connector between Odoo and PrestaShop, and the checks that prevent duplicate orders and wrong stock levels.8 min read →
- 16Strategic analysisAn SME marketing plan at six months, one, three and five yearsAn SME marketing plan holds up better when it is precise about the next six months and deliberately loose about the next five years.8 min read →
- 17Development & AIAn online calculator for your website, useful and correct before it goes liveA free calculator often does more for visitors than another article, as long as it gives the right answer. Here is how I choose, design and check one.8 min read →
- 18Development & AITesting a calculation with a test oracle, or how to know it is rightA calculation that is a penny out passes every test if nobody knows the right answer. A test oracle is how you write that answer down before you check.7 min read →
- 19UX & prototypingBuild a clickable prototype before development, and show more than oneA clickable prototype costs a few days and can save weeks of development, as long as you know which question it has to settle.7 min read →
- 20Growth marketingAutomated SEO reporting that the leadership team actually readsA monthly SEO report that sends itself, what it contains, how it warns you when it is wrong, and why Search Console and GA4 disagree.9 min read →
- 21Growth marketingRunning a monthly marketing committee that actually decides thingsA monthly marketing meeting with leadership is worth having on one simple condition, that you leave it with written decisions.8 min read →
- 22Project leadershipAcceptance testing and go-live, the checklist I actually useA test plan people actually read, business flows tested end to end, and a checklist that says clearly when you can open the doors.9 min read →
- 23Scoping & specificationsWriting an integration specification that people actually readWhat an integration specification between an ERP and an online shop should contain, and how to keep it current when the project changes every week.9 min read →
- 24Development & AIAI content machine: what human review has to keepAn AI content machine writes fast. What makes it reliable is decided before the drafting, and in the rules each review leaves behind.8 min read →
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