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The Contour

A scenic route

Twenty-five years of walking into industries I knew nothing about and working out what makes them tick. I write some of it down here.

The Peacocks tail
Edition 09

The Peacocks tail

Everyone knows peacocks have ridiculous tails. And yes, I’m talking about birds again. Their tail is a terrible idea. It’s heavy. I don’t understand how they can fly with it. It’s a flag that says EAT ME to every fox

12 Jun 2026·3 min read
That's how the light gets in…
Edition 08

That's how the light gets in…

In Islamic calligraphy there is a convention as old as the form itself. However refined the hand, the calligrapher leaves one small deliberate imperfection in the finished work. An irregularity in a letter, a break in the geometry, visible

25 May 2026·3 min read
Where are all the fish?
Edition 07

Where are all the fish?

I made a swift box last bank holiday weekend.

10 May 2026·3 min read
Less, but better.
Edition 06

Less, but better.

Now strip out the word “design” and replace it with “AI.”

28 Apr 2026·4 min read
I know Kung Fu…
Edition 05

I know Kung Fu…

I genuinely think there is something awesome about the first time AI does something you didn’t think was possible. I don’t mean like “oh that’s clever”, I mean that is most-excellently - AWESOME. Like so good you want to tell someone. Immed

22 Apr 2026·3 min read
This one's about lemons…
Edition 04

This one's about lemons…

In 1970, a young economist called George Akerlof wrote a paper about used cars.

14 Apr 2026·3 min read
Harder, Better, Faster, Stronger?
Edition 03

Harder, Better, Faster, Stronger?

Work it harder, make it better…

There is something defiant about a string quartet. (Bear with...)

4 Apr 2026·5 min read
Yeah, bot no, but yeah, bot…
Edition 02

Yeah, bot no, but yeah, bot…

I sooo can't believe you just said that!

I was cc’d on an email exchange last week that I keep thinking about.

25 Mar 2026·4 min read
Let's talk about Margaret
Edition 01

Let's talk about Margaret

I've spent twenty-five years walking into industries I didn't know. Luxury fashion, refugee operations, global sports, insurance, beer. Figuring out what actually makes them work. I spent some of my career making wooden automata and some as

15 Mar 2026·3 min read