There’s a mill in town where we buy our chicken feed and sawdust chips. It’s a lovely spot; very much the kind of business that builds a small town’s fabric. The office gives you a carbon copy printout of your order (complete with the little pull-off tabs down each side) and the crew takes one copy before they load up your car. It’s all simple and it all works.

As best I can tell, a Facebook page is the mill’s only footprint on the web. Sure, there’s an entry in Google Maps, but it has a phone number, 2 reviews from over 9 years ago, and no photos. There’s no website, no Instagram, no “message us on WhatsApp.” There is a healthy, local business.

This isn’t that uncommon in the area, either. It’s been a nice reminder that, sometimes, it takes just enough software to get things done. As much as the world wants to pile headlong into “AI is everything,” there are folks who thrive without the last half dozen “But you just have to…” software trends.

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I’m Andrew, the Head of Customer Experience at Automattic, where we make great products for the web. I'm an avid reader, runner, and traveler.