Notes from building things that hold up
Notes on revenue-critical code, plugin modernization, founder engineering, and products that last.
Almost everything here comes out of the same kind of work: the parts of a product where being wrong is expensive and the failure is quiet. Billing that has to survive a retry, a plugin you cannot take offline because thousands of sites are running it, a decision a founder cannot fully delegate. I write these to think properly about a problem rather than to publish on a schedule, so each one is opinionated, tries to name the trade-off honestly, and says where I would do the opposite. Start with a topic below if you want the argument as a body of work rather than a list of posts.

I think we're asking website analytics the wrong questions
Analytics counts what happened on a website. The questions that matter are about what led to it. On the gap between measuring and understanding.

Ink Player: the modern WordPress video player walkthrough
A hands-on review of Ink Player, the WordPress video player built around a media library rather than page embeds. Nine sources, real limits, and who should skip it.

Shift left assumes there is someone on your left
Rachel Laycock says shift code review left. Brian Houck says fix it first. Both assume a team. Here is review by exception when you are the only reviewer.
Building something where this kind of work matters?
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