Vanity metrics that still fool product boards
Downloads, DAU as applause, and the screenshot that survives because it is large. Why boards in the United Kingdom still fall for them.
Journal
Arguments we were tired of repeating in the room.
Short essays from the Finningly studio. Each piece is complete on its own page. None of them is a vendor roundup.
Naming events so your future self survives
Past tense, objects, and the humble property. A house style for people who will still be querying this in 2028.
Why DAU is a poor north star for utilities
If the job is done in three taps a month, daily active users will punish you for succeeding.
Reading a retention curve without the theatre
Which line to retire, which window to name, and how to talk about decay without a colour legend.
Instrumentation debt in Series A apps
How a fast taxonomy becomes a second product, and what we ask founders to freeze before the next hire.