This 'blog' is an ongoing art project.

It's commentary on what I call the 'commercialisation of self'. You're not a product. You're not a brand. You're a human being who can't be reduced to any single category. You contain multitudes. This 'blog' is proof of that. I call it a 'digital garden', although I'm not the first to call it that. It's grown steadily since 2018.

I'm a social scientist who builds websites, a photographer who lifts weights, and a cook who reads statistics papers for fun. The market tells generalists to pick a lane. I picked all of them, and then I documented everything: the design decisions, the business experiments, the failures, the things that worked. What you're looking at is the evidence of a decade of learning in public.

Most websites present a perfect image of whatever it is they're selling. Travel blogs sell the illusion that travel brings freedom and growth. Fitness blogs sell the dream of being in control, your dream body, and by implication, your ideal sex life. Whatever it is you're looking at, it was designed to sell you on a desire.

This blog is the antithesis of that. I don't specialise. I do whatever I want. You don't need to be an expert to share what you know. You can document your learning as you go; the documenting becomes the expertise. You don't need to present the world with a singular identity. You're under no obligation to make sense to anyone.

I recommend reading the ethos page for a description of how I go about developing this garden and its underlying philosophy. If you prefer, go ahead and read a case study to learn how I think about design and business or have a look at my wider portfolio. I lecture occasionally about diversity and inclusion. You may find a brief about that here (PDF).