Why I Built This Place

I spend a lot of time thinking about things that do not neatly belong in one category.

Some days that is performance marketing, search, analytics or how AI is changing the way people find information. Other days it is the Premier League, a match I have just watched, a statistic that does not quite match what I saw on the pitch, or a project I am trying to build.

Most platforms encourage us to separate those interests. LinkedIn gets the professional version. Football communities get the match discussion. Project notes disappear into folders. Quick thoughts get posted somewhere else and are forgotten almost immediately.

I wanted somewhere that did not require that separation, so I built this place.

A personal site, but not a digital CV

This is not meant to be a “hire me” website. I am not trying to turn every interest into a service or every idea into a sales pitch. I want a place where I can publish what I am learning, document what I am building and have proper conversations with people who care about some of the same things.

That means you will find professional subjects here: search, paid media, measurement, ecommerce, AI and marketing technology. You will also find football. I support Arsenal, but this is not an Arsenal website. The football side will focus primarily on the Premier League.

Why make it social?

Publishing is more useful when readers can challenge the idea, add context and continue the conversation. So this site is being designed less like a traditional blog and more like a small community.

Readers will be able to follow topics, react to posts, join discussions, vote in polls and eventually contribute their own writing.

Data will probably appear everywhere

I naturally want to know what sits behind a headline number. In marketing, a cheap lead is not automatically a good lead. In football, more possession does not automatically mean more control. In both cases, the interesting question is usually one level deeper.

Read something. Disagree with it. Add your perspective. Vote in a poll. Discuss a match. Good conversations become better when thoughtful people take part.