Field Notes

Notes from the shelf, the glass, and the classroom.

Short observations on building for the actual person, understanding American whiskey, and second acts built on purpose.

The Spreadsheet Lasted Three Bottles

Jul 22, 2026

At the beginning of this year I sat down at the computer next to my tasting room, plugged in a little handheld barcode scanner, and opened an Excel…

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Waiting for Permission to Write Down What I Already Owned

Jul 16, 2026

I had the bottle in my hand. I'd paid for it, carried it home, and set it on the shelf. And I was waiting for a stranger to…

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The average person doesn't exist

Jul 12, 2026

Most things are built for the average. The trouble is, the average person doesn’t exist — they’re a statistical shadow, a blur of everyone that looks like no…

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