Writing
The industry, and the build.
Notes on B2B SaaS marketing, and step-by-step guides to the systems underneath it, including how I build AI agents with Claude. Opinions with receipts, and how-tos you can follow.
How do you write a quote without underpricing the work?
Write your rates and rules down once. After that a quote is a lookup, not a decision: pull the lines from your price book, let a chat assistant assemble the wording, and read the number...
How to use AI in your small business: where to start
To use AI in your small business, give it one job, not the whole business. Pick a task that repeats every week, write down how you do it as a short standard, then paste that into a free AI...
How much does one AI agent actually cost?
One AI agent doing one job costs three things: the tools, the running, and the build. Standard plans run from free to about a hundred euros a month. Running it adds cents to a few euros per...
Can an AI booking agent answer your restaurant's midnight enquiries?
Yes, an AI booking agent can answer the enquiries that arrive after service, but only inside rules you write first. It drafts replies, checks your live availability, and confirms nothing...
How do you chase unpaid invoices politely?
Chasing unpaid invoices politely is a workflow, not a mood. Write your chasing standard once: tone rules, three scheduled nudges, and the day you escalate. Let your invoicing software send...
AI for restaurants and cafes: what's worth doing first
Start with the jobs that eat your evenings, not the flashy ones. For most cafes and restaurants that means three things: answering bookings and questions after you close, drafting review...
How to write AI agent instructions: the standard before the agent
Before you build an AI agent, write its instructions as a standard: one job, written down the way you would brief a capable temp. Cover the job, the steps, the tone, the boundaries, and...
How I build AI agents with Claude, step by step
The short version: an AI agent is a model you have given a job, a set of tools, and a standard to hold itself to. The model is the easy part. The standard is the part everyone skips, and it...
What are AI agents? A plain-English guide for everyone who feels behind
An AI agent is an AI you give a job, tools to work with, and rules to follow. A workflow is a fixed recipe: the same steps every time. A loop is how an agent keeps working: look, decide,...