Make It Reusable

Wait for the Second Time Before You Build the Checklist

A process built after one project is a guess. A process built after two is a pattern.

Josh Brammer — placeholder photo, illustration pending

One project teaches you what happened

After my first big project, I tried to write down “the process” — a clean, numbered list of exactly how I’d done it. It read well. It was also wrong, because I’d mistaken one specific project’s quirks for a repeatable method.

The second time I did similar work, half the steps didn’t apply. That’s when the real checklist finally got written — the parts that showed up both times.

One project teaches you what happened. Two projects teach you what’s actually true.

The second time shows you what’s actually true

A single experience feels like enough evidence to systemize, because it’s fresh and vivid. But a process built from one data point usually just encodes that project’s accidents — the client’s specific quirks, the deadline that forced a shortcut — as if they were the method.

The second repeat is what tells you which parts were actually the pattern. That’s the version worth turning into a checklist — not the first, and not a guess at what future projects might need.

Try this

Don't write your next checklist after the first time you do something. Wait for the second, then write down only what showed up both times.

The Offer

Build the offer people say yes to

Stop rebuilding your pitch every time. Turn what you already know into one offer you're proud to sell.

See The Clear Offer

The Workshop

Leave with a clearer next move

Bring one real problem. We'll work through it together, live — no package required.

See upcoming workshops

The Newsletter

Put good ideas back to work

One useful idea at a time, straight to your inbox. Nothing to file away and forget.

Start a project

Tell me about your business, then choose a time to talk. We'll agree on any project scope and fee before you commit.

Step 1 of 3