We built the tracker before we built anything else
Day 4 of 30. We published the public build tracker before we shipped any of the customer-facing builds. Here's why, and what's on it.
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More roofing leads are not better if half of them waste your quoting time
Most roofing websites are built to collect every lead. This one is built to protect quoting time.
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Social Sharing That Actually Works: OG Images, Specs & Tools
Every platform has different rules for link previews. Get the specs, tools, and image prompts you need to make your social shares look professional.
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Today I built: a 404 page that doesn't tell customers to check their spelling
A 404 page that emails me when real broken links get hit, searches for what visitors actually typed, and turns dead ends into a drag-and-drop game.
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We're Building 30 Products in 30 Days (Because We Suck at Consistency)
Two ADHD founders are building and shipping one product every day for 30 days starting 1 May 2026. It's a public challenge to prove we can stay consistent and an invitation to watch the work.
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Can you really trust Ian?
Ian wrote a piece predicting AI's future. Then he compared it to human laziness and TikTok addiction. Let's talk about whether you should take him seriously.
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Industries Most Likely Impacted by AI in 2026
Every generation fears the new tech. But this time the stakes are higher, the adoption curve steeper, and the jobs vanishing faster than you think.
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Brandon told himself he didn't need a website for two years
Brandon got quoted $5k+ for a website and spent two years telling himself he didn't need one. Then we built him something completely different.
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When a customer says they don't need it, they usually do
Your customer isn't lying when they say they don't need what you sell. They're protecting a story they've been telling themselves for years.
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Stop Calling It a Rebrand When You Just Changed Your Logo
A new logo isn't a rebrand. It's a design update. Real rebrands transform how your business operates, not just how it looks.
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Why Agencies Overcomplicate Everything
Most agencies profit from complexity. Here's why simpler always wins, and how to cut through the noise without spending more.
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You're Not Bad at Marketing. You're Just Guessing
You're not failing at marketing because you lack talent or drive. You're failing because every piece of advice you've followed was written for someone else's business.
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If Your Marketing Feels Random, This Is Probably Why
You're not bad at marketing. You're just missing the one thing that makes everything else make sense.
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The Hidden Cost of 'Winging It' in Your Marketing
Winging it doesn't just waste time. It quietly costs you customers, momentum, and confidence every single day.
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Why Most Marketing Advice Feels Good But Doesn't Work
Post consistently, run ads, build a funnel. None of this is wrong, but without context it's useless. Here's why most marketing advice sounds smart but achieves nothing.
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You Don't Need an Agency (Yet). Here's What You Actually Need First.
Hiring an agency too early is like hiring a builder before you've decided what house you want. You need to know what should be done first.
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The 3 Biggest Marketing Mistakes We See (And Why They're So Common)
After working with dozens of businesses, the same patterns show up again and again. Not because people are lazy, but because no one has ever shown them what actually matters.
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Why 'Doing More Marketing' Is Probably Hurting Your Business
More posts, more ads, more platforms. It feels productive, but it's often just noise. The businesses that grow aren't doing more, they're doing less, better.
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Most Small Businesses Don't Have a Marketing Problem
You don't need more content or bigger ad budgets. You need clarity on who you're for, what you're saying, and where you're taking them.
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Your AI Skepticism Is Costing You Customers Right Now
While you wait for AI to prove itself, your competitors are using it to respond faster, personalize better, and win the deals you're losing.
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Why Negativity Clickbait Kills Your Brand (And What Works Instead)
Negativity clickbait gets clicks but destroys trust. Here's why short-term engagement tactics crater long-term brand value, and what actually builds advocacy.
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The AI Tools Playbook That Actually Ships Results
Most small business owners tried ChatGPT once and quit. The AI Agents & Tools playbook shows you exactly which tools to use and how to wire them together for automated follow-ups, lead handling, and content generation.
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Your Marketing Agency Is Robbing You Blind
Most small businesses pay $2,000 to $5,000 monthly for marketing work that could be done in a weekend with the right system.
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Why the Best Roofers Aren't Always the Busiest Ones
The roofers booking out weeks ahead aren't necessarily better at roofing. They're just better at showing up first and following up faster.
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Your Website Matters Less Than You Think (Reviews Matter More)
Most businesses obsess over their website and ignore the one thing prospects actually check first: their Google reviews.
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Why Most Tradies Feast or Famine (And How to Fix It)
Most tradies are brilliant at their craft but terrible at getting consistent work. The 90-Day Job Pipeline fixes that with a system that fills your calendar before you need it.
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How to Fire Your Marketing Agency (And Why You Probably Should)
Most agencies charge $3-5k/month for processes you can learn in an afternoon. Here's how to take back control without burning bridges.
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Why Sports Fans Stay Loyal Even When Their Team Sucks
Sports teams create insane loyalty despite terrible seasons. Brands can steal their playbook.
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AI Chatbots Are Transforming Business: What's Changed and What's Coming
We wrote about business chatbots years ago. The landscape has changed completely. Here's the 2026 update: what the big players are doing, whether Claude and GPT have replaced everything, and what ManyChat's $140M raise means for small business.
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When You're Done Guessing: How PlainBlack Helps You Get Clear
You've tried the tactics, followed the templates, and still feel stuck. Here's what changes when you stop guessing and start with direction.
Read more →Stop Writing Test Posts
You're testing the system when you should be shipping content. Here's why placeholder posts waste time and what to do instead.
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Four Steps to Get Your Marketing Actually Working
Most small business marketing fails because it's too complicated. Here's the simple four-step system that actually works.
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Why Most Small Business Websites Are Solving the Wrong Problem
Most small business owners obsess over how their website looks. The ones who grow obsess over what it does. Here's the difference, and why getting this wrong is the most expensive mistake in marketing.
Read more →Your Idea's Probably Not That Special — But Here's Why an NDA Still Matters
Most ideas aren't that special. What matters is execution. But NDAs and MCAs still serve a real purpose. Here's when to use them and when to skip the drama.
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You Never Get a Second Chance to Make a First Impression
Three speakers blew the roof off the Inspire and Succeed Conference in Brisbane. Sir Richard Branson, Lisa Messenger, and Michael Crossland. Here's what they taught us.
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The Worst Sales Promotion in History: How Hoover Destroyed a Beloved Brand
In 1992, Hoover offered free flights to America with every vacuum purchase. It seemed clever. It cost them $72 million, their market share, and eventually the company itself.
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Why We're All Convinced Red vs Blue Politics Is Real
The political divide feels undeniable. But what if it's a psychological trick? We break down the biology, media, and identity forces that make left vs right seem like objective truth.
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Why Small Business Websites Fail (And What This Gets Wrong)
A breakdown of what the Medium article on website failures gets right and dead wrong. Customer clarity matters, but the real problem is simpler.
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Why Hire Us? The Honest Answer.
We taught ourselves everything we know from the internet, made every expensive mistake, and decided to charge what things are actually worth. Here's who we are and how we work.
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Why Airlines Leave Billions on the Table (And How to Fix It)
Airlines could double ticket velocity and eliminate empty seats with one simple change: transferable tickets. Here's the business case they're ignoring.
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What Progressive Metal Legends TOOL Can Teach You About Marketing
No radio play. A 13-year gap between albums. Grammy winners with a 16-minute song. TOOL breaks every rule in the marketing playbook and sells out stadiums anyway. Here's why.
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The Human Touch: Why the Best Marketing Agencies Still Put People First
AI can optimise a campaign. It can't build a relationship. Here's why the agencies winning long-term are the ones that never forgot who they're actually talking to.
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The Font Fiasco: How a Bad Typeface Can Destroy Your Logo
Your font choice is doing more work than you think. Here's why typography is one of the most overlooked and most damaging decisions in brand design.
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Most People Are Dumb F***s... Wait, What?! National Achievers Congress Auckland
Part 2 of the National Achievers Congress Auckland. Gary Vee, Elena Cardone, Adam Hudson, and the speaker who called 5,000 people dumb. Here's the honest review.
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Perceived Value and the Art of Sales
National Achievers Congress Auckland, Part 1. Success is a commodity. Here's an honest look at how it gets sold, and what two speakers did with their time on stage.
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Paywalled and Forgotten: How Newspapers Lost the Online War
When the internet arrived, newspapers chose gatekeeping over generosity. Here's what they got wrong, and what every business can learn from it before AI forces the same choice.
Read more →OK Fine, Do It Yourself: The Honest Guide to Building Your Online Presence
Everything you actually need to get your business online in 2026. Domain, hosting, website, email, social, bookings. No fluff, no upsell, just the honest setup guide.
Read more →Is Social Media Necessary for My Business?
Simple answer: yes. Why? Because your customers are there and the algorithm rewards one thing above all else. Here's the plain-language explanation nobody else will give you.
Read more →What We Did During COVID, and Why It Still Shapes How We Work
In 2020, while the world panicked, we gave away free websites to small businesses that needed them. Here's what that taught us about what this work is actually for.
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Ian Has Gone Off the Deep End. But Could This Actually Work?
Lower the retirement age to 55. Give every Australian over 30 a universal basic income. Insane? Maybe. But the arguments against it are weaker than you'd think.
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Fear Sells... Until It Doesn't: Why Scaring Your Audience is a Lazy Strategy
Fear-based marketing gets clicks. It won't earn loyalty. Here's why scaring your audience is a shortcut that costs you trust, and what to do instead.
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Don't Lose Them at 404: How to Turn Errors into Engagement
A custom 404 page is one of the most underrated tools in your digital arsenal. Here's why it matters for SEO and how to make one that actually works.
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Wear Your Heart on Your Sleeve
Sometimes you meet a client who ticks every box. Passionate about their craft, kind beyond belief, and just trying to share their gift with the world. This is one of those stories.
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