Gandalf, still not making sense of your docs

The Three Styles of API Documentation

API Documentation comes in a variety of forms. You can find it in pdfs, html, or even a Postman-collection that lets you play immediately. You can provide project examples, detailed blog posts, or video walk throughs.There are tradeoffs of each. Regardless of how you deliver the documentation, all  documentation fall into one of three buckets: […]


The Brand Strategy Canvas

I’m not a branding strategist. I am not a designer. I came into technical marketing through the backdoor of developer evangelism. In terms of my own approaches to marketing, I have reasonably good instincts but nothing resembling formal training. That said, I know when something is awful. A few years ago, my friend and occasional […]


Does Anyone Even Care?

Recently I had a meeting with an entrepreneur just getting his product off the ground. He has a functional app, a small but active user base, and has been pitching potential customers. He’s talking with his active users regularly and soliciting feedback. By all accounts, he’s doing the right things and moving in the right […]


The Case for a Great Developer Experience

All opinions and analysis in this post reflect my experience and opinion, not those of current or previous employers. They did not review or approve of this in any form. For years I’ve advised everyone from solo developers to Fortune 50 companies on the best approaches to designing and building APIs in addition to numerous […]


My Reading List (2017)

After college, I resolved to read one book a month. It can be fiction, non-fiction, technical, business-oriented, or whatever as the goal was to always be absorbing and digesting new ideas and information, even just for fun. This year I flew over 100k miles and combined with reading for a few minutes before bed each night, I got […]


Tech IPOs – An Inside Out View

Disclosure: I am a shareholder of both Twilio and Okta and currently employed by Okta. Nothing here reflects the internals of either company, forward looking statements, or guidance related to either. If you’re looking for financial or investment advice, talk to your financial advisor or accountant. Don’t go it alone or blindly follow internet advice. […]


My Reading List (2016)

After college, I resolved to read one book a month. It can be fiction, non-fiction, technical, business-oriented, or whatever as the goal was to always be absorbing and digesting new ideas and information, even just for fun. At Clarify.io, we had a bi-weekly bookclub based on the same idea. I should note that I was heavy on fiction this […]


My Reading List (2015)

After college, I resolved to read one book a month. It can be fiction, non-fiction, technical, business-oriented, or whatever as the goal was to always be absorbing and digesting new ideas and information, even just for fun. At Clarify.io, we have a bi-weekly bookclub based on the same idea. If I’ve missed a good one I should read, […]


Twas the Night Before Demo

This is an ancient post (2007!) from a long-defunct startup where I led the dev team. Since it’s about that time of year, I thought I would share here. I wrote the second stanza. Twas the night before demo and all through the chat the devs were heads-down churning code as they sat. The profiles […]