Why the web should be organised around URLs, not platforms

In my previous article, The Web Became Disconnected, I argued that something important had changed about the internet. Conversations drifted away from the pages they were about. Discovery became increasingly driven by platforms and algorithms rather than curiosity. Knowledge became scattered across social networks, newsletters, forums, podcasts and messaging apps that rarely remained connected to the information that inspired them.

The web became richer in content, yet poorer in context and discovery.

But what can be done about it? The answer has been staring us in the face all along: the Uniform Resource Locator, or URL. One of the simplest and most important ideas the web ever introduced.

I've been thinking a lot recently about what happened to the internet. Not the technology. The internet itself. 

Somewhere along the way, I think we lost something important.

The web used to reward curiosity, exploration and participation. Today, much of our online experience is shaped by feeds, algorithms and platforms. Conversations have become detached from the pages they're about, discovery increasingly optimises for engagement, and some of the web's most valuable knowledge is surprisingly difficult to find.

I don't think this was inevitable.

I think the web can become more open, more participatory and more connected again.

I've written a personal essay about why I believe that, what I think we've lost, and why I've become increasingly obsessed with this problem.

Predictably Good - new podcast. First episode is available now.

The 19th Dubai International Food Safety Conference made one thing unmistakably clear: food safety is no longer just about controls, checklists, and laboratories. It is about people, leadership, data, and how fast our systems can adapt to a world that is changing faster than our regulations were ever designed to handle.

I will give a talk at 19th Dubai International Food Safety Conference on Modern Tools, Science, Data Analytics and AI. Hoping for a great turnout! #DIFSC2025

I was delighted to sit down with Bobby Krishna to discuss how major retailers and regulators evaluate suppliers. From risk and compliance to the growing role of data, Bobby shares insights every food safety scientist should hear.

The article revisits chaos theory in mathematics, showing that while systems can be highly sensitive to initial conditions (the butterfly effect), they are also shaped by stabilising forces. From the double pendulum in physics to the unpredictability of economics and the feedback loops in nature, chaos coexists with stability. This tension makes the world unpredictable in detail but resilient in form, offering lessons for humility, adaptability, and how we can innovate and thrive in uncertain times.

In this episode, I host a conversation with Dr Darin Detwiler, a leading food safety expert and author of Food Safety: Past, Present, and Predictions. We discuss how major retailers and regulators approach supplier evaluation, and what every food business should know to stay ahead.

I was delighted to welcome Sara Mortimore as our guest speaker. Sara is one of the world’s leading experts in food safety, quality, and regulatory affairs, with over 40 years of experience at Walmart, Land O’Lakes, and General Mills. She shared unique insights into how leading organizations set standards, manage risk, and work with their suppliers.

I've been curious about how bonds work and their influences. I had some specific questions, and I wasn't getting the answers I needed from articles — I needed to talk to an expert! So one morning, while walking my dogs, I discussed bonds with ChatGPT. It was enlightening — like having a bond expert walk alongside me in the park.

This is what I learned…

I had the pleasure of joining James Doyle for a webinar on a topic that’s transforming the food industry: leveraging data sharing in food safety. The session highlights how data sharing is no longer just a competitive advantage—it’s becoming a regulatory expectation.

When we speak as a team at Creme Global, I talk about the Vision, Mission, and Culture — recently, I asked the team to think about their story and the company’s Legacy. What story do we want to write for Creme Global? The idea went down well. I want everyone to feel part of that story, to feel proud of the work they’re doing and the impact it’s having. This isn’t just my story; it’s our story. Each one of us is shaping the legacy of the organisation.

“Being good in business is the most fascinating kind of art. … But making money is art, and working is art - and good business is the best art.” Unexpected and interesting perspective from Andy Warhol.

Science is the search for truth and knowledge; it seeks to understand reality. Science is at risk of being undermined on many fronts, leaving us struggling to trust the reality we are presented with. There are the laws of Physics; everything beyond those can and should be questioned.

This article explores the professional journey of finding purpose. Purpose is not always immediately clear, but it can be discovered through deliberate exploration. When uncertain, it is wise to make decisions that keep future options open. Taking time to step back—whether through travel, study, or reading—helps clarify personal values. Often, purpose emerges at the intersection of two passions or areas of expertise, creating a unique and fulfilling path. Once identified, sharing this purpose with others strengthens its impact and provides direction for both personal and professional growth.

Good leadership ensures that an organisation’s Vision, Mission, Values and Strategy are articulated, connected and ultimately realised. Of the above, values are arguably the most critical. In simple terms: values (culture) = behaviours. Feedback is an important leadership skill to ensure the right culture and values develop in an organisation. A resilient leader focuses on doing the basics well every day. This should enable the organisation to grow and achieve its mission and potential.

Some ideas you believe in your heart, and you can’t let go of. They just make sense to you. There is a certain unassailable logic to them. No matter how or by whom they are challenged, you know you can overcome the objections. Challenges do not deter your belief in how your idea can succeed. But how valuable are they really, in the context of a business organisation? How can you really tell? And what should you do about it?

Innovation in business is the process of translating an idea or invention into a good or service that creates value or for which customers will pay. The definition is quite simple, but what it takes to achieve it is not simple at all. In this article, I use quotes to outline a large number of things I believe are important to deliver successful innovation.

Innovation comes in many forms and with a 10 year horizon, incredible progress can be achieved which could not have been imagined at the start. Bill Gates has said “Most people overestimate what they can do in one year and underestimate what they can do in ten years".

Creme Global has entered teams in the Dublin Tag Rugby league over the years. I have always loved team sports, competing and tag rugby fitted right in with this. I enjoyed seeing the strengths and weaknesses of our team appear on the pitch. It taught me a lot about each person and the team, and it struck me that many lessons of playing good tag rugby are transferable to business. In this article, I explore those learnings.