Pretty Creative Journal
Notes from inside the work.
Articles, case studies, founder notes, travel, creative thinking, hospitality, AI, and the decisions behind what we are building.
In conversation
Ideas are better out loud.
Jenn as guest, host, and open book — talking business, change, health, partnership, and the life underneath the work.
AI in Business
7 min read
The Quiet Arrival of Agentic AI in Small Business
Everyone's talking about enterprise AI. The real transformation is happening in salons, law offices, and HVAC companies — and it doesn't look like the demos.
Perspective
5 min read
Why We Stopped Calling Them Websites
A website is a brochure. A SmartSite is a system. Here's the difference — and why the distinction is about to matter a lot more.
Case Study
9 min read
Case Study: How a Beauty Brand's SmartSite Answered Its Own Phone
A multi-location beauty brand rebuilt its web presence as a living system. Here's the architecture.
AI in Business
6 min read
Why Your AI Stack Should Be Able to Lose Its Brain
Most agencies build you a system dependent on one AI model. When the model changes, so does your business. We build differently.
Playbook
8 min read
SEO is Dead. Long Live SEO, AEO, and GEO.
Three search layers matter now: Google, AI answers, and generative engines. You need to rank in all three.
Playbook
6 min read
What Makes an AI Chat Widget Actually Convert
Most AI chat is a tax on the visitor. Here's what we do differently — and why our widgets close deals instead of annoying people.
Playbook
5 min read
The "Next Available" Pattern: Put Your Booking in the Hero
One of our highest-leverage design moves: surface live availability above the fold. Here's why it works and how we build it.
Perspective
6 min read
When Not to Automate: Five Things Small Businesses Keep Trying to Automate That Shouldn't Be
Automation is a tool, not a religion. Here are five workflows where automating kills the thing that made the business work.