Simple by Design
What if the most sophisticated thing you could do for your business was to make it simpler?
Not smaller. Not less capable. Not stripped of what makes it work. Just clearer. Easier to navigate for the person who has to run it every day. Built for the business you actually have, not the one you are dreaming or manifesting.
That is what simplicity means as a design principle. And it is harder to choose than it sounds, because we are surrounded by a completely different operating system.
The default assumption in most business advice is that more is better. More automation, more tools, more systems, more capacity. All built for growth. Complexity gets dressed up as sophistication. A sprawling tech stack becomes evidence of a serious business. The question is almost never: Does this actually make things clearer? It is almost always: how do we do more?
Before you add another tool, answer these three questions
There is a particular kind of afternoon I know well. The work is not moving. Something feels inefficient, broken, or just hard. And somewhere in the background, a small voice starts asking: maybe there is a tool for this.
Sometimes there is. Often, there isn’t, at least not one that actually makes sense. And the difference between those two situations is harder to see in the moment than it should be.
I have added tools I did not need. I have experimented with even more and been down many rabbit holes. I have built systems that became the work. I have spent a Saturday setting up something I stopped using by Wednesday, because I hated the interface. Anyone else?
What I have learned, slowly, is that the question is rarely which tool. It is almost always best to first ask if a tool is the right answer at all. And the only way to know that is to get specific about the problem first.
The tools I actually use
People ask me about tools a lot. What do I use for scheduling? What about invoicing? How do I manage my calendar without losing my mind?
For a long time, I answered these questions one conversation at a time. Then I realized I was having the same conversation over and over, which is usually a sign that something wants to be written down.
So I wrote it down.
My tools page is my honest answer to the question: What do you actually use? Not what I have tried or used in the past, not what I want to try, not what a client is using. But what is open on my screen on a regular Tuesday.