Reflection: The Middle Lull Problem

Had a phone call to wrap up the Apex Trading project today. One of the things they noted was that the project kind of went like an inverted bell curve. It got started really fast and really well. There was a lull. And then it got finished really fast and really well. Their definition of "finished fast and well" is kinda wrong because I basically just "rage coded" until it was done.

I'm realizing that with website projects in general, it kind of follows my own personal pace. I'm really good at starting stuff, and then when it comes down to needing to actually finish it, I get stuck. I'm absolutely terrible at it. I'll let it delay and delay and delay until the last minute and then knock everything out.

At the end of the day, Apex Trading is super happy with their website. This non-technical dude was talking to me in WordPress terminology that I would never have thought he would have ever said. He's happy editing it; he's thrilled with it; it's giving them support. So much to work with. But this middle lull sucks.

The thing is, I don't know what to do about it right now in this phase of where the business is at. Because right now it does make sense for me to be the person that kicks off the development process and kicks off all the creative stuff and gets things moving. My junior dev can't really pick the ball up wherever I leave it off. Also, content imports are a thing that takes time, and there's not really a process for it.

If I could somehow get the project over the hump that I'm really good at getting it over, and then let somebody else take the reins from there, man, that'd be awesome. I almost feel like I need somebody that knows development and content — and that's the person.

Follow-up Q&A

Q1: Where exactly does the lull happen?

ANSWER: I'm really good at discovery sessions — understanding what clients actually need, getting Claude Ball kicked off and moving on design, doing QA through the design process alongside him. Then I'm good at getting the dev cycle kicked off — repo setup, block library, building out any of the funky custom things that come up, because if I agree to something a little out of scope, I already know exactly how I want to implement it. Building that out is not much of a challenge.

I probably get the project to about 80%. It's finalizing the dev work, doing the mobile responsive cleanup, and importing content that I just do not enjoy at all. That's the definite area where there's a lot of lack.

Q2: Is Samson's gap a handoff problem or a capability problem?

ANSWER: It's a capabilities problem. In reality, I would love to be able to send somebody the Figma mockup and the code repository and a handful of notes on where I left off, and just let them take it to the finish line. That's my personal preference. But maybe I'm attacking the problem wrong — maybe I'm only thinking of the puzzle utilizing the pieces I have at my disposal right now.

I think any senior-level WordPress developer with some of the processes I have in place with AI could probably do all the setup stuff in record time using what I have at my disposal now. But I don't know.

Q3: Is this person a hire or a contractor?

ANSWER: Absolutely a contractor. Not a full-time person at all. I need somebody that can hop in like a ninja, do the things I don't want to do, and then hop out.

Deeper Reflection: Energy Map Across Project Phases

Claude Code wrote the rest of this

The revised project lifecycle

| Phase | What it involves | Chris's energy | |-------|-----------------|----------------| | Discovery | Understanding client needs, strategy, creative direction | High | | Design | Collaborating with Claude Ball, QA through Figma | High | | Art Style | Visual direction, brand feel, personality | High | | Development | Repo setup, block library, custom builds (0-80%) | High | | Content | Content imports, migration, cleanup | Low | | Education | Client training, documentation | Neutral | | Launch | Mobile responsive, final QA, go-live | Low — stressful |

The real insight

The last 20% isn't just a capability gap — it's an energy gap. Chris can do it, and does it well under pressure, but it's extraordinarily stressful and not enjoyable. The first 80% (discovery through initial dev) is his sweet spot. The stress comes from not wanting to let people down, not from inability.

Reframing the hire

Earlier thinking: "I need a senior WordPress dev who can finish what I start."

Updated thinking: "I need a project manager who understands websites and content."

This person:

• Understands websites and the content process deeply
• Enjoys the content side of things (migration, imports, organization)
• Is familiar and skilled with AI tools
• Could build content import scripts to systematize what's currently manual and painful
• Manages the project through the back half so Chris doesn't carry the stress
• Is a contractor, not full-time

This is a different profile than a pure developer. It's more of a content-savvy PM with light technical ability — someone who can run the content process, coordinate the final dev push (potentially directing Samson or another dev), and use AI to automate the tedious parts.

Why this matters

The lull isn't just about missing hands — it's about missing ownership. Chris needs someone who owns the back half of the project so he can stay in his zone (discovery, design, creative direction) and move on to the next project without guilt or stress.