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About the Author

Philip Morgan's work helps dev shops break through ceilings in lead generation and profitability.

His research interests are decisionmaking under conditions of complexity and uncertainty, the explore/exploit tradeoff, and how small-scale entrepreneurs find and exploit opportunity. He's fascinated by those who cultivate valuable self-made expertise outside the narrow confines of the licensed professions, and he applies that research to help his peers build their own expertise moat.

He was born in the US Virgin Islands and has been searching his whole life, without satisfaction, for a commercial ginger beer that matches the fiery home-brewed stuff he tasted there.

After living in 28 different houses in 5 states and the aforementioned US territory, he seems to be settling down in Taos, New Mexico with an incredibly understanding wife and two ragdoll cats.

He enjoys hiking, cycling, snowshoeing, black and white photography, roasting coffee, and building horn and open-baffle speaker systems.


Locations: A plywood shack in Sebastopol, CA, an adobe casita in Taos, NM, and Yerba Canyon in Carson National Forest

Editing: Heather Pendley,

Illustrations: Volha Khamitsevich

Author Photo: Cheryl Janis

Author Assistance: Alarm clock + Hario V60 + 30g of Ethiopia Sidma light roast + Baratza Encore on 16 + 330g just-off-boil water