JaredGoeller.
Strategy. History. First Principles.
Welcome to my digital garden. A place where I untangle complex ideas at the intersection of technological shifts, timeless wisdom, and business strategy. Read the latest essays below or explore the archives.
Essays, frameworks, and annotated book notes · Delivered weekly.
Trusted by & Worked With
Seven years, four companies worth talking about.
Anonymized case studies from my consulting practice — where I came in, what we actually changed, and what happened after.
Custom Lighting Manufacturer
A $2M custom lighting manufacturer was running blind — no analytics, no inventory system, pricing based on gut feel. Margins were eroding and they couldn't explain why.
Regional Insurance Brokerage
A 15-person insurance brokerage was losing clients to online aggregators. No digital presence, no lead tracking, no way to measure which referral sources actually converted.
Hospitality Tech Startup
A seed-stage hospitality tech company had built a product but had no go-to-market strategy. Burning $40K/month with no repeatable sales process and a pitch deck that confused investors.
Multi-Location Restaurant Group
A 4-location restaurant group was scaling without systems. Each location ran independently — different POS configs, no consolidated reporting, inconsistent guest experience across locations.
Simplicity is the Ultimate Sophistication
On the discipline of removing what doesn't matter — and the compounding returns of what remains.
A curator of wisdom, not just a practitioner.
For seven years, I've straddled the line between tactical execution and strategic oversight. The most important lesson I've learned is that the latest tool or framework matters far less than the foundational thinking that drives its use.
Read more about me→Writing is thinking. If you can't write it clearly, you don't understand it yet.
First principles survive platform shifts. Tactics perish.
Read old books. The lindyesque ideas are buried in the past.
Optimize for leverage, then optimize for time, finally optimize for meaning.
Curation is the new creation in an era of infinite generated content.
Annotations
Detailed notes, highlights, and syntheses from the books I read.
History Rhymes
Looking at historical patterns to understand modern technological shifts.
Discourses
Long-form essays on philosophy, culture, and the state of the web.
Strategy in Practice
Tactical frameworks and case studies from my consulting work.
Marginalia
Shorter thoughts, interesting links, and half-baked ideas.
All Writing
View the complete chronological archive of everything published.