About
Jay West writes down how owners decide, and writes about how people think.
I spend my days on the systems underneath a marketing organisation, and my own time building in the open: How to Think, Physics of Connection, and this site. Everything I claim here links to the work behind it.
What I do
By day
I lead DevOps for the marketing organisation of a multi-location specialty retailer: the systems, data and automation a marketing team runs on, across many stores and channels at once.
Two curricula on thinking
How to Think is about how one person thinks, especially now that a machine will answer almost anything. Physics of Connection is about how a thought travels between people, taught through the mechanics of improvisation. Where they overlap, thinking alone meets thinking together.
This site
A working lab. AI agents do the volume in supervised loops, every change goes through review, and code holds the output to a written standard. The case studies describe what that taught me, including what has not worked yet.
How I work
Four rules, each with the case study where it was earned.
Working with me
If you run an agency or consultancy and every question still comes to you, the Decision Week writes down how you decide in five days. I take one Week a month, alongside the day job. The free Question Log is the place to start.
For anything else, the contact form or LinkedIn reaches me directly.
Frequently asked
- What kind of work do you do?
- The Decision Week: five days with the owner of an agency or consultancy, writing down how they decide as short linked notes, so the team asks the notes and an AI before they ask the owner. On the Friday the team proves it on 20 questions the owner sealed.
- What do you do day to day?
- I lead DevOps for the marketing organisation of a multi-location specialty retailer. That means the infrastructure, integrations and automation a marketing team runs on, across many stores and channels at once.
- Do you take on client work?
- Yes, a small number of fixed-scope builds at a time, alongside the day job. Describe the project and I will tell you honestly whether it is a fit.
- Why two curricula about thinking?
- Because the hard part of working with AI is not the tools. It is knowing what you think, and being able to hand a thought to someone else so they can build on it. How to Think covers the first; Physics of Connection covers the second; the overlap between thinking alone and thinking together is the part I find most interesting.