01
Journal
Notes on positioning, identity and two stubborn markets.
Written for the people who have to defend the decision internally. No trend pieces.
03
Archive
Search
·
7 min
What “AI search” work actually involves
Mostly the fundamentals, done properly. There are no secret files or tricks, and Google has said as much in public.
Websites
·
5 min
What a practice website actually needs to do
Most practice sites are brochures. The ones that work answer the three questions a patient asks before picking up the phone.
Market notes
·
8 min
Selling into Switzerland and the UK with one website
Two markets, two buying cultures, one studio. What travels between Zürich and London, and what has to be rebuilt.