— Research, in the open
The Signal Files
Where the noise stops and the signal begins.
This is the home for our research while the full library is built. Primary-sourced and build-in-public — field notes on how AI is rewiring the things that decide who gets seen, chosen, and trusted: visibility, judgment, the shape of work itself. Each file is a study, not a hot take — we show the sources, the method, and what it means for the way you show up.
Featured file
AI made building free. Your judgment is the moat now.
Karpathy says the new programming language is English. We traced the harder lesson through the research: when anyone can build anything, the scarce asset is the mind doing the directing — and the data on where AI helps, where it quietly misleads, and what that means for how we learn.
Read the file →Published
In the works
The invisibility tax on small brands
In researchWhat premium signals — and what only looks expensive
DraftingWhere attention actually goes in 2026
Gathering sources