What is written by a person
Every claim on this site traces to a recorded interview with one of the two founders. Not a briefing note, not a summary, but a transcript, kept, with the questions and the answers in it.
The sentences are drafted against those transcripts, and each section of each page carries the answer it came from. Where a page needed something nobody had said, the page was not written. Several on this site are still unwritten for that reason, and they say so instead.
What gets cut, and what we cannot yet show you about that
Every page here is drafted against a transcript and then read back against it, and the second half is where things get removed. Three from one week, so this is checkable rather than reassuring:
- An arithmetic example that did not survive a reader doing the sum. A page explained why two documents disagreed about a measurement, then reconciled them to a precision the numbers printed beside it could not produce. The source was genuinely unclear about which parts those numbers described, so the reconciliation was an inference wearing a calculation's clothes. The explanation stayed. The sum went, and the figure is not repeated here either.
- A multiplier from a founder’s own interview. It is in the transcript and it is not our own measurement, so it does not appear anywhere. The effect it described is still on the page. The number is not.
- A heading that contradicted the answer underneath it. It promised four things that had to be true. The interview it came from says there is one, and three kinds of person.
Now the part that undercuts it. We do not yet publish a reviewer and a rejection count per page, which is what we have written down that we should do. Until that exists, treat the three above as a claim rather than as evidence, and hold us to it the way you would hold anyone else.
Where AI is used, and how
Plainly, because a vague answer here would be worse than none:
- Drafting and editing. AI is used to turn interview material into prose and to tighten it. It is not used to decide what the site claims.
- Structure and checking. The page map, the internal links, the markup and the layout checks are generated and audited by tooling we built. That is the same tooling we would use on a client's site.
- Never for facts. No figure, no claim and no example on this site was produced by asking a model for one. That is the specific failure the site argues against, and doing it here would end the argument.
The distinction that matters is between AI as a writing tool and AI as a source. The first is ordinary. The second is what produces confident, generic, unverifiable content, and it is what we are asking clients not to do inside their own systems.
How this site was actually built
The same discipline described on the rest of this site, applied to a website rather than to a business system.
- Founder interviews first, transcripts retained.
- One page owns one search term, checked by a script that fails the build if two pages claim the same one.
- A written list of things we will not claim, including two figures one of the founders originally offered, checked against every page before it ships.
- Layout, contrast and structure audited automatically at four screen sizes.
- Decisions recorded with their reasoning, including the ones that turned out to be wrong. Where a fact behind the plan expired, the correction sits beside the original rather than replacing it.
Why we publish this at all
Three reasons, in the order they actually matter.
Because we are asking you to hold the same line. The argument on this site is that your own knowledge has to go into a system rather than AI-generated filler. That would be hard to make credibly without saying how this site was written.
Because transparency about AI-generated content is becoming an obligation rather than a courtesy, and the European transparency rules that bear on it began applying on 2 August 2026. We operate through an Australian company and an Austrian one, so this is not academic for us.
And because it is checkable. A claim you can verify is worth more than one you have to accept, and this is one of the few on the site you can test. Ask us to show you a transcript, or the list of things we will not claim.