I built this site the way I build strategy. Simple. Clear. Opinionated. Nothing here that doesn't earn its place.
The principles
- No decoration. Every element serves a function
- Let the work speak. Case studies, not testimonials
- Compression. If I can say it in fewer words, I do
- Practice what I preach
The choices
Dark background. Monospace type. Minimal color, just cyan accents where attention should go. No stock photography. No animations. No "let's schedule a call" popups.
The site is a strategy artifact. It should demonstrate the thinking, not just describe it.
The test
I applied my own four-word test to this site. What is it? What does it own?
A portfolio that shows strategic work through the lens of micro-monopoly thinking. Every page, every case study, every microblog post reinforces the same idea.
Consistency is the most underrated design principle.