Notes from the messy middle.

Case studies are shipped work, with the numbers I will stand behind. Articles are field notes.

Jeffrey Chung

Jeffrey Chung

I write these field notes. What I built, broke, or cleaned up.

About

What shipped.

Three engagements. Read them together, not as a deck.

Field notes.

Who Is the Other Guy in the Chat?
October 1, 2026/Strategy/Jeffrey Chung

Who Is the Other Guy in the Chat?

An extra name in the WhatsApp group your team already uses. Why I think that does more for an SME than another AI subscription.

You're Automating the Wrong Thing
March 25, 2026/Strategy

You're Automating the Wrong Thing

Most teams bolt AI onto every step of an old workflow and call it automation. The real win is questioning whether the step should exist at all.

Claude Code: Beyond Programming
January 3, 2026/AI

Claude Code: Beyond Programming

The name sounds like it belongs to programmers. But its real power is as a 'thinking tool' for non-technical experts. Your folder becomes the workspace.

Making AI Automation Work
May 31, 2025/Strategy

Making AI Automation Work

Most SMEs treat AI automation like a traditional IT project. They buy tools, train staff, but the processes stay the same. Here's what's actually missing.

Building Business Systems with AI
June 16, 2024/AI

Building Business Systems with AI

Expensive business systems often turn into shelfware. With AI, non-technical employees can help design and build the systems their company actually needs.

Reading is useful. Fixing one workflow is better.

If one of these articles sounds painfully familiar, start with the workflow your team keeps patching manually.

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