
Content for @posthog. Recovering journalist. Optimist.
London
Joined January 2009
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Prediction. Apple will buy Instinct to roll it into iOS.
Instinct on the Action Button
You can now make Instinct your iPhone’s Action Button. Press and hold, say what you need, and Instinct will take it from there, without you needing to leave the app you’re on.
To set it up:
1. Go to app.instinct.com/voice-short… and tap Add Shortcut
2. Go to Settings → Action Button → Shortcut → Instinct.
This is available to all Instinct users on an iPhone 15 Pro and newer.
I’ve been at PostHog long enough that i take our transparency for granted, which i shouldn’t.
if i ever end up working at a “normal” company again, the whiplash will be extreme.
Making everything public has made PostHog easier to copy, meant we haven’t closed every hire we wanted to, and companies we’re selling to know our every move. Long-term, we still think it’s worth it.
- externally, this builds trust. we write about what we’re working on so others can take advantage of it too and know how to work with us better.
- the more context that lives in public, the less time is spent asking or looking for it. just as important now, it lets agents handle more things.
- write about your strategy, share real numbers, publicize post-mortems. our post-mortem of the Shai-Hulud attack was one of our most-read blogs last year.
- internally, we go further. managers tell you to share feedback directly, financials and board slides are shared, and team changes happen in public. if i think a team should be split up, i’ll literally post in their channel: “i think this team should be split into team A and team B, because you’re working on too many things together.”
- it’s more efficient, and builds trust too. you get more feedback, the team aligns on direction, and there’s less resentment and politics.
- ask (dumb) questions, share sales updates, and have disagreements in public channels. we trust people to spend in the company’s best interest, but have an expense-defense channel to back it up. i’ve called people out for using AI to write RFCs.
- practically, putting things in public is uncomfortable. do it anyways. literally just ask yourself "if i was dutch, how would i handle this".
- for example, i recently closed our private exec channel, which was reasonably active. nearly all exec discussions are now public, even significant positioning changes and their criticisms.
This is a great read
“This distrust has evolved in the direction of more diffuse contempt for older generations (based on their supposed inability to open pdfs and so forth). This is often combined with the view that the inability of previous generations to realize more ideal outcomes in our institutions is due to some moral infirmity, from which younger people are miraculously exempt”
Excellent as always
josephheath.substack.com/p/r…
The Thick of It was a documentary.
There are reviews and then there are analyses like this which render the book obsolete.
Did no one at Alistair Campbell’s publisher think, hang on this book is going to lay us all open to total humidicule?
unherd.com/2026/10/persevili…
This is a wild take.
A significant percentage of signups to PostHog never visit our website now.
If your business is just monetizing visits to your website then this probably is true today, but do you want to bet your future on that being true months or years from now?
No thanks.
I can buy the argument that people shouldn’t overcorrect here, but to call GEO a distraction is a reach.
New blog post: GEO is a distraction.
I looked at 12 months of GA4 data across 100 sites - more than 145 million sessions.
ChatGPT sent 0.62% of the traffic Google organic did. With all the other LLMs included, it's 0.73%.
While ChatGPT visitors converted better at 13.8% vs 3.02% for Google organic, Google still drove 27x more conversions than all the other LLMs combined.
And remember how we thought ChatGPT visitors would increase exponentially? Overall visits from ChatGPT have actually been declining since GPT-5 came out in August 2025.
I think GEO is a distraction. Google is the surface that's likely sending the most visitors to your business. Yes, AI is changing how people use the web, but the real opportunities are just emerging. I'd encourage you to spend time preparing for the agentic web - UCP, Universal Cart, WebMCP, intelligent eyewear and more!
The full post is here, plus a prompt you can use to brainstorm on what agentic search means for your business.
mariehaynes.com/geo-is-a-dis…
Andy Vandervell retweeted
The cost of coordination is often way larger than the cost of some duplicative work across an org.
This came up last week in our slack when someone cross checked our teams' Q4 goals.
- it costs a lot in overhead to silo tasks
- in most cases different teams' work will be better if it bleeds over anyways
- it's dumb to spend too much time directing people
based take, but…
people who post about cars online think the Roadster is cool
people actually buy these types of cars want the Mission S
Been thinking about this a lot recently.
We have a newsletter @posthog: build mode, formerly “Product for Engineers”.
It has 70k subs and people really like it, but:
1. I’ve stopped reading most of the newsletters I subscribe to actively.
2. We care more about how well an article performs on X, or in video if we convert one into a video, than open rates on Substack and so on.
Reach on X specifically is more impactful, albeit more transient, but when one pops it can be huge.
Case in point, this week we made our newsletter issue into a thread on X that reached over 250k views. X Articles are an important medium as well.
More than ever, we try to be as platform agnostic as possible. If I had unlimited time and resources, we’d repurpose everything to every platform possible, but there are diminishing returns if you do this badly.
All this said, AI pushes up the value of high-quality content created by people who care. The medium of delivery is changing, but in a world full of slop, people will crave and recognise quality more, not less.
a big take I've been noodling on and I’m ready to call:
the newsletter is dead
@every's core business is a newsletter with 120k+ subscribers so I don't say this lightly.
persistent agents mean i dont look at my inbox
with dots (GrokBots, Muse, etc) I almost never look at my inbox. if I do it's for a specific thing I need to reply to.
i think in a year I'll be doing all of my email this way - fully filtered by my dot / something like it.
this is not new: it's a continuation of the trend of having a “newsletter” folder in Gmail, but 10x more filtered.
what it means
It doesn’t mean people won't read newsletters, but it does mean that getting a person’s email is no longer the guarantee that you have a relationship with them that it used to.
luckily, with persistent agents (and AI coding more generally) there is an entirely new playing field to build relationships with readers. instead of fighting to get an email address, publishers and creators will need to make sure we're installed in our reader's agent harness of choice, so that they get directly notified when we do something new.
we're already starting to experiment with this @every with our MCP and the frontier alerts we send users of our slack agent (every.to/agent)
it's also more affordable than ever for publishers and creators to build their own platform ecosystem: you can have your own website, app etc. and you can use AI to publish 100x more high-quality stuff to your community—so we may see a world where many creators themselves are running their own little empires that have their own apps, feeds etc.
to be clear: It'll take a while before this actually happens, but the idea of getting someone's email creating a direct relationship with them is over.
here's a set of predictions I made 3 years ago about AI and media that panned out pretty well: every.to/chain-of-thought/we…
feels like energy prices are basically the only problem gov should care about
fix this one problem and benefits compound everywhere.
energy abundance. give it me.
Jensen on why fixing Energy in the UK is crucial:
“Without energy there’s no industry, without industry there’s no economic prosperity.
With no economic prosperity social problems are hard to fix, national security problems are hard to fix, everything is hard to fix.”
YES
He said we need to import it or create it here and it could be “fusion, fission, solar, hydro, whatever technology you want to use”
a reminder that MPs that aren’t the best and brightest in the land.
my low context + non-expert opinion: we should halve the number of MPs and double their salaries.
might make it more attractive to people who would do the job well.
Today I went to a select committee hearing on AI. A few interesting things came out of it, but what really stuck with me was the behaviour of the MPs
They weren’t paying attention
At one point I counted 6 of the 13 MPs on the committee looking at their phones. And not in that way you do when you’re quickly checking something - two stared at their phones for over half an hour. Several others left before the end
Many people think AI is the most important thing in the world. The MPs were warned there was a 50/50 chance it might destroy humanity! You’d think that’d be enough to make you take your chance to listen to experts and key players on the topic - apparently not
everything we've learned about building AI products in one thread. yes, there really are 38 lessons.
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let me jev that for you
Ok, you all can use PostHog's API Keys to ask @typesafeai Jev whatever you want
lmjtfy.dev/
Another banger from @rowlsmanthorpe. This is how you do accessible tech reporting.
If you want to understand why it’s so hard to pause the AI race, the best place to start is Prozac
My latest for @skynews:





















