The market you can win today is only half the story
On 22 October, we finished a working method that I think could change how law firms decide where to spend their commercial effort.
field notes / working evidence
Field notes.
Short notes from work in progress — what changed, what I learned, and what still needs to be tested.
A signal is a reason to look, not a reason to sell
I have spent the last few work sessions working backwards from a question: before a company asks for legal advice, what might already be changing in its busines
The first yes should make the next one easier
Today, I changed the job of the Gastropub 2026 website. It no longer tries to explain the whole ambition at once. It now speaks to the first people who could he
If your system works, why isn't it working for you?
I keep noticing something uncomfortable in the consulting and professional services market.
I am moving from consulting to autonomous commercialization
I have decided to stop further development of MAS.Ai and focus new development on Entriva.ai. MAS.Ai will continue to be delivered only to existing paying custo
The buyer's AI gets there first
A buyer can investigate a need, compare suppliers and form a preference with AI before anyone on the selling side knows that a commercial opportunity exists.
The question now has an instrument
Today, [L&F CG Benchmark](https://lfcgbenchmark.no/no/) became a public place to explain how we think about commercialization. Its first industry application, [
What are you really buying when you buy Lovable?
Lovable is the first product I have chosen for a new experiment.
Where will the money come from?
AI can already perform 80–90 per cent of the tasks involved in much of my own commercialization work.
When building becomes the easy part
There is something admirable about leaving a secure career to build a company.
The next task must exist before the current one closes
Today we received another completed research package from one of the people helping us test a distributed commercial operating model.
Audit your own job before someone else does
Every person who works now owes themselves one uncomfortable piece of analysis.
We gave everyone a workspace, but kept one commercial memory
We are preparing MAS.AI to meet a much larger market.
The surprising part of automating legal work
We started with what seemed like a fairly ordinary exercise.
When the people building AI ask us to slow down
Over the last few days, some of the people closest to frontier AI have argued that development may need to slow down.
Choose who you build with
It is easy to be a good partner when everything goes according to plan.
HAAH started to feel like an operating model
Today was one of those days where an experimental way of working started to look less like an experiment.
The extra round before the meeting
Tomorrow, we are meeting a law firm for a discovery conversation about MAS.Ai.
The website was built at the speed of the conversation
Today, [Jaktradioen](https://jaktradioen.no) moved from a loose description of what a podcast website should feel like to a working website with people, upcomin
AI keeps fixing the margins because it can
I noticed something uncomfortable while working with AI on a long product build.
The contract matters most in the work you have not done yet
It is easy to read an agreement with your attention fixed on what is happening now.
AI became more useful when it stopped being the runtime
Today we were trying to finish what should have been a fairly boring technical task: move a governed set of evidence rows from a locked source into a developmen
The work got better when the AIs stopped trying to agree
I have been building parts of a commercial intelligence system together with another team and another AI. What has surprised me is that the value does not prima
The control became the bottleneck it was meant to prevent
Today we were working on the architecture for a commercial system that is supposed to reduce human administration over time.
We made the way of working persistent
For a long time, a meaningful part of the way I work with AI lived in conversation history: how we orient, choose context, pick models, verify work, escalate de
We stopped when more verification stopped reducing risk
Most of today was spent tightening a development execution gate with an independent AI reviewer trying to break it.
A safeguard turned out to be stronger than we expected
We wanted to verify that cross-tenant learning could not accidentally become approved global learning. The running system turned out to have no functioning appl
We tried to prove tenant isolation before tenants existed
We thought the next step in the learning architecture was to prove tenant isolation. Looking at the running system showed something more basic: there was no ope
A declined meeting does not necessarily mean the need was wrong
A declined meeting could mean wrong timing, wrong relationship, incumbent supplier, poor outreach, low priority or no need.
Model cost changed how we structured the work
AI usage increased without a proportional increase in useful progress. We changed the workflow from many small review loops toward larger coherent work packages
One opportunity should not become five observations
A single opportunity can produce several outcome records. If every event becomes a calibration observation, one real situation can create artificial evidence.
Signal volume became less interesting than signal convergence
More events did not necessarily make an account more interesting. Several independent observations pointing toward the same underlying change appeared more usef