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Field notes from the engagements, not the marketing calendar.

Everything here was written by the person who did the work — measurement, agents, revenue systems, and delivery discipline.

FeaturedOperations

Automation ROI is a measurement problem, not a technology problem

Most automation projects fail their business case in the spreadsheet, not the codebase. If you cannot baseline the process, you cannot defend the investment.

Ilya MarchettiJuly 14, 20267 min read

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Recent notes

AI Engineering9 min

Agents need permissions, not personalities

The hard part of shipping agents to production is not reasoning quality. It is the permission model, the audit trail, and knowing when to stop.

Sana QureshiJune 28, 2026

Revenue6 min

The CRM adoption problem is a typing problem

Reps are not lazy and they are not resisting change. They are declining to do forty minutes of data entry a day for someone else's dashboard.

Marta LindqvistJune 9, 2026

Strategy8 min

Build versus buy, honestly, in the AI era

A framework for deciding when to buy the tool, when to build the system, and when to do nothing at all — including the total costs vendors never quote.

Ilya MarchettiMay 21, 2026

Delivery5 min

Shadow mode is the only safe cutover

Running the new system in parallel costs a few weeks and eliminates the category of failure that kills automation programs.

David OkonkwoApril 30, 2026

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