Small enough to know who is doing the work.

Marketing and sales decisions, across hundreds of clients and thousands of separate jobs. Every channel we started with has been replaced since. The mistakes stay: somebody types county_code for country_code, and that typo will outlive GA4 the way it outlived what came before.

The decision itself: how it is made, where it breaks, what is missing from it. Most of it lives in text — briefs, emails, what was settled in a meeting in March. On our own work, every number, feed and tag together held at most a tenth of what mattered.

We once finished a project with a client on good terms. Afterwards we noticed that for almost none of our suggestions had anyone written down what happened with them. So next to every decision we write what it is meant to achieve, and later we go back and check whether it did.

We check the systems we build or look after, our own included. One of us does the work, another reviews it, and the same day we write down who did which.