What everyone gets wrong about MCP and APIs
The two are not alternatives. Understanding what sits where decides whether you are adding a useful layer or a new attack surface.
Insights
Notes on WhatsApp Business API, estimating, dealer networks and technology in the building materials trade.
Dealer & Channel Management
Your quotation is the most important document in the showroom.
It is the one thing a customer takes away, compares against a competitor, and comes back with. In most showrooms it is handwritten, photographed, and thrown away.
· 5 min read
eCommerce
Three channels, one book: what return rates actually tell a publisher
The same title returns at three different rates depending on where it sells. Comparing those numbers directly is how publishers reach the wrong conclusion about online retail.
· 13 min read
AI & Automation
You did not just upload a selfie
The 80s photo trend is fun. The version taken at your desk, with a client name on the screen behind you, is a different thing.
· 5 min read
Dealer & Channel Management
The Visualiser Generates Leads. It Cannot Guarantee the Sale – and the Reason Is Physics.
Manufacturers are building visualisers and expanding showrooms at the same time. That only looks contradictory until you understand what a screen cannot guarantee.
· 9 min read
WhatsApp Business API
What businesses actually use the WhatsApp Business API for
Seven sequences that run without anyone typing - and the four things that decide whether the account survives them.
· 6 min read
WhatsApp Business API
WhatsApp drip campaigns: what they are, and where they go wrong
A drip that works on email will fail on WhatsApp. The channel is more personal, more expensive and less forgiving.
· 6 min read
eCommerce
Catalogues with thousands of SKUs
Depth is not the problem. Structure is. Most large catalogues are a price list with photographs attached.
· 4 min read
QR & Digital Tools
How to collect Google reviews without getting your profile penalised
Google changed the rules in April 2026 and started enforcing them. Several common practices are now explicitly banned.
· 5 min read
Tell us what you are building
We will tell you how we would approach it, and whether we are the right fit.