Technical advisor: the lightest hire a non-technical founder can make
A non-technical founder's guide to technical advisors: what 0.25–1% equity actually buys, the three failure patterns, and the four conversations to have before signing.
Founding engineer: what a non-technical founder needs to know before making the hire
A founding engineer is the highest-stakes hire a non-technical founder makes. Here is what you are actually buying, the three traps to avoid, the equity math, and the…
Feature creep: the founder is usually the source
A field guide for non-technical founders on what feature creep really is, why the standard "say no" advice doesn't help you, and the three-source diagnosis plus one-question test…
Bus factor: what every non-technical founder should know when one developer holds the codebase
A field guide for founders whose entire product runs through one engineer: what bus factor actually measures, why the obvious fix usually makes the problem worse, and the…
Software rewrite: the wrong question every non-technical founder gets handed at the worst time
A field guide for non-technical founders being asked to fund a software rewrite: what the question actually means, why most rewrites fail, the five questions to ask before…
Software maintenance cost: the line item every non-technical founder underestimates
A founder-first guide to what you actually pay after launch, why "15% of build" is the wrong rule for early-stage startups, and the five-question diagnostic to estimate your…
In-house vs outsourcing software development: the question is wrong, and here is the question that works
"In-house vs outsourcing software development" is the wrong frame for most non-technical founders. The three-axis decision (problem, stage, budget) that replaces it, the five questions that pick the…
How to create software when you don’t write code: a decision framework for the non-technical founder
For the non-technical founder, creating software isn't programming. It's making four decisions in order, picking the path with five questions, and closing the first version in one page.
Fractional CTO: when it works, when it doesn’t, and what a non-technical founder actually buys
A fractional CTO is the right hire for technical oversight when something is already being built. It is the wrong hire for shipping product from zero. A non-technical…
AI wrapper: the wrong question, and the question that actually decides whether you have a business
"AI wrapper" is a category that does too much work. The four moats that decide whether what you're building is durable, the five questions to ask before you…