Field Notes
Notes from
the new model.
What we learn running an AI-native operation, written down while it's fresh. Researched with agents, written with agents, edited by humans — like everything else here.
An agent with a phone number
Our founder's agent has a Belgian mobile number. Friends call it to book meetings. He calls it to switch lamps, fetch documents and drive art frames. Here's how — and how it decides who may ask for what.
Read the noteWhy we publish our build log
Every agency claims to be AI-native now. Claims are free. A public, checkable record of how we work is not — and that asymmetry is the point.
Read the noteAgents in production: what actually works
Lessons from running agents on real work — ours and our clients'. The patterns that hold up, the failure modes, and the rules we won't break.
Read the noteHow this website was built
From a one-page manifesto to a 35-page site in a single working session — the honest making-of, including what the human actually did.
Read the noteWhat 5 people + agents actually replace
A role-by-role, honest mapping: which agency functions agents absorb, which get concentrated into seniors, and which disappear entirely.
Read the noteWhere your agency invoice actually goes
We ran a 1,000-person agency group. Here is the honest anatomy of a traditional agency invoice — and which lines AI just deleted.
Read the noteNext step
Tell us what you want to build.
We'll tell you if we should work together.
A short conversation. No theatre. No deck. No delay.