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Writing ES

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Long-form writing — the considered version of the thinking that runs through everything else here.

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Featured Essay May 18, 2026

When Software Gets Easier, Judgment Gets More Valuable

The cost of building collapsed. The cost of deciding what to build did not.

As models absorb more of the labor of building, the binding constraint moves upstream — to taste, sequencing, and the judgment of what deserves to exist.

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  1. ES-005 When Software Gets Easier, Judgment Gets More Valuable The cost of building collapsed. The cost of deciding what to build did not. AI ·Product Judgment May 18, 2026 3 min
  2. ES-004 The Thin Idea Is Dead Not the idea. The thin one — the feature wearing a company costume. Product Judgment ·Company Building Mar 09, 2026 2 min
  3. ES-003 Agentic Commerce and the Work Beneath the Surface The checkout is the part everyone can see, which is exactly why it isn't the opportunity. AI ·Commerce Jan 22, 2026 2 min
  4. ES-002 Taste Is Compression A working theory of why some people reliably choose well — and why it looks like magic. Design Taste ·Product Judgment Nov 14, 2025 2 min
  5. ES-001 What Outdoor Brands Get Wrong About Pro Programs The pro deal is treated as a discount. It's actually a distribution and trust channel left switched off. Outdoor Industry ·Commerce Sep 30, 2025 2 min