About
Hey, I'm Morgan.
I build software, marketing systems, AI tools, and whatever else seems useful enough that I can justify disappearing into it for a few months.
My work is kind of hard to summarize neatly. I've spent a lot of my career working in SEO, paid advertising, conversion optimization, web development, analytics, and product strategy. Over time, that gradually turned into building more software, automating more things, and creating tools that solve problems I was tired of dealing with manually.
These days, I mostly work somewhere in the overlap between marketing, software, data, and business strategy.
Basically, I like taking complicated, messy problems and trying to turn them into something simpler and more useful.
I Definitely Did Not Plan Any of This
I originally went to college to study trumpet performance.
I was completely serious about music and assumed I would figure out some way to make a life out of it. Eventually, though, I started to realize that I was heading toward becoming a professional starving musician, which sounds romantic until you are actually starving.
I tried to get a normal job, but I lived in a small Texas town and there really wasn't much available. I applied at Walmart, Olive Garden, factories, and basically everywhere else I could think of. Nobody was hiring.
That was probably the first time it really clicked for me that I couldn't count on somebody else to create an opportunity for me. I was going to have to figure something out myself.
For a while, that meant DJing in Austin clubs, warehouse parties, and a few small festivals. I still loved music, but I was also starting to get pulled further into the internet and technology.
Getting Into Website Stuff
I had always been pretty comfortable online.
As a teenager, I ran gaming servers, forums, and various small internet projects. None of it was especially professional, but I learned a lot by messing around and trying to make things work.
Eventually, I met another DJ who also ran a small web development business. I started helping him with some of the day-to-day work, learned WordPress, and gradually started taking on clients of my own.
That was my first real entry into web development and online business.
It wasn't some carefully planned career move. One thing just led to another, I got good at it, and people started paying me.
Learning Marketing the Stressful Way
A little later, a friend helped me get an opportunity working with a large supplement company that needed help with SEO and paid advertising.
The plan was that someone would train me while I learned how to manage everything.
Instead, the person training me left almost immediately, and I suddenly found myself responsible for a very large ad account and a network of websites without really knowing what I was doing.
So I learned quickly.
I worked a fairly ridiculous number of hours studying Google Ads, SEO, landing pages, copywriting, analytics, conversion optimization, and direct-response marketing.
Somewhere along the way, I got weirdly obsessed with it.
I liked that marketing was part psychology, part creative work, and part math problem. There were always ten different things that could be broken, and you had to keep testing until you figured out what was actually happening.
When everything finally worked, the results could be pretty dramatic.
Eventually, Marketing Turned Into Software
After doing this for a long time, I became less interested in just running campaigns and more interested in the systems behind them.
Why was the reporting so bad?
Why were people copying data between five different spreadsheets?
Why did companies pay thousands of dollars a month for software they hated using?
Why did every team seem to have at least one important business process held together by Zapier, a Google Sheet, and somebody named Sarah who was the only person who understood how it worked?
I started building more internal tools, automation systems, dashboards, data pipelines, and custom applications.
Then AI came along and made the range of things one person could realistically build much larger.
That is mostly where my attention is now.
What I Do Now
Today, I build software products, AI systems, marketing tools, and custom internal applications.
Sometimes I'm building one of my own products. Sometimes I'm helping a company replace an awkward manual process. Sometimes I'm building a tool because the existing software is too expensive, too generic, or just annoying.
My background is unusually mixed, but it is useful.
I understand the technical side well enough to build things, the marketing side well enough to know how people actually find and buy them, and the business side well enough to care whether any of it produces a real result.
I'm especially interested in problems involving:
- AI and automation
- Marketing data and analytics
- SEO and paid acquisition
- Internal business tools
- Custom software
- Product strategy
- Weird operational problems nobody has found a good solution for yet
What I'm Building
Right now, one of my main projects is LLM Rank Monitor, a platform for tracking how brands appear in AI-generated answers across tools like ChatGPT, Claude, Gemini, and Perplexity.
I'm also building projects through Latent Builds, where I create custom software, internal tools, and AI systems for businesses.
Beyond that, I tend to have several experiments going at once. Some become real products. Some turn into useful lessons. Some quietly disappear after I realize the idea was not nearly as good as it seemed at 2:00 in the morning.
You can see some of the things I'm working on over on the Projects page.
How I Think About AI
I'm obviously interested in AI, but I'm not interested in shoving it into everything for the sake of saying something uses AI.
A lot of AI products are basically normal software with a chatbot awkwardly glued to the side.
I care more about whether the technology actually makes something meaningfully better.
Does it save someone hours?
Does it make a complicated decision easier?
Does it let a small business do something that previously required a whole team?
Does it uncover information that would otherwise be difficult to find?
That is the part I find interesting.
Outside of Work
Music is still a big part of who I am, even though it is no longer my career.
I also spend a lot of time traveling, reading, playing games, researching random subjects, and convincing myself that a new side project will definitely be quick and simple this time.
This website is where I keep track of some of what I'm building, learning, and thinking about.
There will probably be a lot about software, AI, marketing, business, and trying to build useful things without turning into a giant company.
Say Hi
Have an interesting idea, a complicated problem, or some frustrating business process that feels like it should have a better solution?
You can contact me here or look through some of my current projects.
You can also join my newsletter for occasional updates, writing, experiments, and things I've learned while building all of this.