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Working notes
What I learn fixing things: expensive mistakes, design decisions and methods that actually hold. No listicles of ten essential tools.
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Web developmentWordPress, Framer or code: how I choose on each project
There's no single right answer, and anyone who tells you otherwise is selling the only thing they know how to build. These are the four questions I settle before recommending one, with what each costs you two years out.
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Canary IslandsSelling online from the Canary Islands: what IGIC and shipping do to your margin
A Canarian shop doesn't compete on the same terms as a mainland one: customs in both directions, IGIC instead of VAT, and carrier costs that break the delivery promise. This is what to fix before spending a euro on ads.
Read the article
Web developmentYour website isn't yours if you can't take it with you
The test is simple: if you wanted to change supplier tomorrow, what would you leave with? For a lot of sites the answer is "the copy, pasted by hand". That isn't owning a website, it's renting one.
Read the article
EcommerceYour shop doesn't convert, and it's almost never the design
Before redesigning a store that doesn't sell, there are five places where money is falling through that never show up in a nice screenshot: the real phone, hidden shipping costs, the checkout, the product page with no answers, and the wrong traffic.
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Paid mediaThe ROAS you need isn't 3 — it comes out of your margin
"A ROAS of 3 is fine" is the sentence that has burned the most money in small ad accounts. The number that decides whether a campaign wins or loses is calculated from your margin, not from somebody else's case study.
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ConsultingWhat a process diagnosis should actually hand you
Paying for a diagnosis and getting a slide deck with three generic recommendations is one of the most expensive things you can buy. Here's what a report worth the money contains, and how to check it before you pay.
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Automating without breaking
Flows, tooling and decisions that hold up in production, told from inside a company that operates every day.
AutomationPower Automate, n8n or Make: how I actually choose on each project
Not a feature comparison. The four questions I use to decide where a process should live: who already pays the licence, where the data sits, how long the task runs, and who will maintain it once I'm gone.
AutomationTooling
Power AutomateApproval workflows that don't lose requests: four mistakes I've paid for
Marking the record too early, one email per line, approving from a phone with no context, and hanging the whole chain off a personal account. The four failures that make a Power Automate approval flow drop requests, and how to fix each one.
Power AutomateApprovals
Power AutomateEdit your Power Automate flows through the .zip, not the designer
The web designer stalls, loses focus and saves expressions as plain text. Exporting the package, editing the definition outside and reimporting as a new flow is faster and, more importantly, reversible.
Power AutomateMethod
Power AutomateIn production, there is no harmless action
I left an unused action inside a Power Automate flow, thinking it made the rollback cheaper. Another action depended on it through runAfter, and the chain broke with six real orders inside.
Power AutomateProductionSwipe →
What it costs and how to hire it
Starting prices, the working model and the questions worth asking before you sign anything.
ConsultingWhat a process diagnosis should actually hand you
Paying for a diagnosis and getting a slide deck with three generic recommendations is one of the most expensive things you can buy. Here's what a report worth the money contains, and how to check it before you pay.
ConsultingAutomation
ConsultingSix questions to ask whoever is about to automate a process for you
If you aren't technical, it's hard to tell someone who knows from someone who sounds good. These six questions separate them in one call, and they work just as well if you don't end up hiring me.
ConsultingAutomation
Web developmentWhat a custom website costs, and the five things that blow up the quote
A custom corporate site starts at €2,500. What moves that figure is almost never the design: it's languages, integrations, who writes the copy, how many review rounds there are, and whether someone needs to edit it afterwards.
Web developmentPricing
AutomationWhat automating a process actually costs, and what really drives the number up
An honest breakdown of the price of automating an internal process: what you pay once, what you pay monthly, and the four things that multiply the bill before a single line is written.
AutomationPricing
AutomationWhy I charge for the process, not for the flow
A flow that's handed over and abandoned breaks within six months. Charging a fee to stay responsible for it changes what I build, not just how I invoice it.
AutomationHow I workSwipe →
Scaling an online business
Campaigns that pay for themselves, stores that convert and a site that is actually yours.
Web developmentWordPress, Framer or code: how I choose on each project
There's no single right answer, and anyone who tells you otherwise is selling the only thing they know how to build. These are the four questions I settle before recommending one, with what each costs you two years out.
Web developmentToolingWeb developmentYour website isn't yours if you can't take it with you
The test is simple: if you wanted to change supplier tomorrow, what would you leave with? For a lot of sites the answer is "the copy, pasted by hand". That isn't owning a website, it's renting one.
Web developmentMethodEcommerceYour shop doesn't convert, and it's almost never the design
Before redesigning a store that doesn't sell, there are five places where money is falling through that never show up in a nice screenshot: the real phone, hidden shipping costs, the checkout, the product page with no answers, and the wrong traffic.
EcommerceConversionPaid mediaThe ROAS you need isn't 3 — it comes out of your margin
"A ROAS of 3 is fine" is the sentence that has burned the most money in small ad accounts. The number that decides whether a campaign wins or loses is calculated from your margin, not from somebody else's case study.
Paid mediaPricing
Paid mediaHow much you need to spend on Meta Ads before the result means anything
€150 a month buys you advertising, not answers. The real floor isn't set by the platform — it's set by how many conversions you need each month for the number to mean something, and that depends on your sector.
Paid mediaBudgetSwipe →
The Canary Islands and its funding
IGIC, customs, inter-island logistics and which grants are still open now that Kit Digital has closed.
Canary IslandsSelling online from the Canary Islands: what IGIC and shipping do to your margin
A Canarian shop doesn't compete on the same terms as a mainland one: customs in both directions, IGIC instead of VAT, and carrier costs that break the delivery promise. This is what to fix before spending a euro on ads.
Canary IslandsEcommerce
Canary IslandsWhat changes in a process when the team doesn't share a corridor
Running an operation split across islands isn't remote work. It changes what breaks, how you find out and what has to be written down. Four things I learned the expensive way.
Canary IslandsAutomation
Canary IslandsWhat changes when you automate a business in the Canary Islands
IGIC on invoices, customs paperwork on every shipment, a timezone an hour behind the mainland, and logistics between islands. Four things no automation template accounts for, and that break workflows here.
Canary IslandsAutomation
Canary IslandsWhat digitalisation funding is left in the Canary Islands now that Kit Digital has closed
Kit Digital stopped accepting applications on 31 October 2025. Here's what is still open in the Canaries, who can apply, and what to have ready before you do.
Canary IslandsFundingSwipe →