the build journal
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Week 3: Grass Lake — being useful without being in charge
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Most people meet Grass Lake at sixty miles an hour. It’s a shallow 27-acre wetland tucked behind the Highway 62 / 35W interchange in the Kenny neighborhood of southwest Minneapolis — cattails, herons, two feet of water — and thousands of people drive past it daily without knowing it has a name. I walk it.…
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Week 2: airxsun — building the brand before the business
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Some weeks the idea is a product. This week the idea was a maybe. airxsun is a name I’ve been holding onto. Not for a company that exists — for one that might. The pull keeps coming back: somewhere down the road, a small, senior consultancy at the intersection of CRM and AI — the…
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Week 1: burntsto.re — the shortcut that grew a brewery
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Some domains you register because you have a plan. Some you register because the name is too good to let a stranger have it. Back in 2017 I bought three — burntstorebeer.com, burntstorebrewery.com, burntstorebrewing.com — for the second reason. There is no brewery. There never was. There’s just Burnt Store Road: twenty-some miles of Southwest…
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Week 0: Building One Week One Idea
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It felt right to start at the beginning: Week 0 is building this site itself. You can’t run a build-in-public project without a place to build in public. So before any of the dormant domains get their turn, the project needed a home — somewhere to publish the weekly write-ups, lay out the rules, and…