Someone who tries things, learns, and writes down what he learned.

My work is nothing but numbers, and the first thing it taught me is that they are not numbers.

Behind every conversion rate there is a person who hesitated. Behind every abandoned cart there is a question nobody answered. The best thing I have done in this work did not begin on a dashboard. It began with trying to understand what was going through someone's head in the second before they pressed the button. The worst thing I have done was the time I looked at the number on its own.

And I write here because I do not know that I have understood something until I write it down. An idea looks finished in my head right until I try to put it in a sentence, and then the holes show. The tools I build came the same way: a problem I ran into, no answer I liked, so I built one.

I don't write recipes. What worked for a donations platform may not work for a shop, and what worked three years ago may not work today. But an experience told with its conditions and its context is worth more than silence about it. And if you see something wrong in what I wrote, write to me. Nothing corrects me faster than someone telling me I'm wrong.