Hey, I'm Jared.
I'm thinking about the systems underneath clearer decisions.
I've spent fifteen years helping companies understand what they mean, what people need from them, and why decisions drift. Started in brand, moved through growth, and now AI is forcing the same questions into a new medium.
These are my working notes: older essays, field notes, and a few larger threads. I'm keeping the thinking public so it can be challenged, sharpened, and occasionally useful in someone else's conversation.
The larger threads
01TextureA current lens on public thinking, AI context, and the traces that keep pulling me back. 02Brand therapyEight years of asking companies what they actually mean, then turning that into decisions people can use. 03Living knowledgeA live thread on keeping company knowledge closer to what teams are actually deciding. Field notes · current working notes
The cockpit is where thinking becomes routingJun 13The cockpit should carry meaning, not machineryJun 12Premium models should harden the machineJun 12 all field notes → working notes, loosely kept email · victoria, bc