The decks, in full.

Every talk I give ends with someone asking for the slides, so they live here — readable in the browser, sourced, and free to steal from. If you want one of these delivered to your team, book a call.

Loyalty by an Engineer A guest lecture on CRM — why Starbucks is quietly a $1.8B bank, why the goldfish attention-span stat is a lie, the formula that turns a $6 latte into $288, and three campaigns from real coffee shops: a $25-for-$35 prepaid offer and what it actually cost, a cookie that's free on the second order, and the September dip. 23 slides 3 cases 1 formula Starbucks FY25 – 26 Read the deck → The Hard Parts of White-Label Ordering on AWS Technical lessons from Per Diem, where one platform runs thousands of merchants' own-branded ordering apps — the tenant key that carries authorization, index locality, cache ownership and a future shard route; at-least-once webhook delivery; read-after-write on Aurora; partition lifecycles; and the contracts between schemas, clients and stacks that drift when nobody versions them. 15 slides 4 rules Aurora · SQS · Redshift AWS Conference Read the deck → Dark Patterns by an Engineer Seven deceptive-design cases with a number attached — Epic's $245M purchase flow, Noom's $62M trial, DashPass's four-screen cancel, DoorDash's pre-checked box, Amazon's wrong price anchor, Figma's AI opt-in, Meta's opt-out maze — then the test that separates persuasion from deception on the same widget, and one rule you can enforce in code review. 22 slides 7 cases 18 named patterns 2020 – 2026 Read the deck → Marketing by an Engineer Twelve campaigns that moved real numbers — Hotmail's footer, Dropbox's storage referral, Dollar Shave Club's $4,500 video, Spotify Wrapped — then the four growth engines underneath them, the arithmetic that decides whether yours compounds, and a table for picking the one motion your product can actually run. 32 slides 12 campaigns 4 engines 1996 – 2026 Read the deck →