I run Async Digital, a one-person software studio in Cardiff, and this book is a report from running it. Alongside it I am a senior iOS engineer in fintech, and I have worked in aviation and property, field service and healthcare, retail and social media. My first degree was Biochemistry and I left with a research masters, so I have a fair idea what a real controlled study demands, and I have not run one here. What I offer instead is a daily record of the work, failures included.