Sean Percival
From Los Angeles, to Silicon Valley and now Norway
I make things, sell things, and try to have some fun
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Sean Percival
E-commerce & marketing executive, investor, author, and humble candlemaker.
Annual Letters
Once a year I put pen to paper. Coincidentally, it also happens to be the only time I update this website.
The Annual Letter (2026)
January 2026
For 2026, the theme is create. Crushing it at Xplora, scaling Extra Slutty Olive Oil, closing the boutique, buying a Colorado Airbnb, and vibe-coding with AI...
The Annual Letter (2025)
January 5, 2025
Two annual letters in a row, a new record. 2024 was all about stability and growth: I stepped back from startups, rediscovered e-commerce, joined Xplora as VP of Global E-commerce, and grew Byvoks. The plan for 2025? Take more chances and get a bit weird.
The Not-so-annual Letter (2024)
January 2024
After a long break, I'm back with reflections on the past year, lessons learned, and what's next...
Essays
New and old writings and ramblings from yours truly.
August 13, 2026
No One Is Excited About Your AI Thing
The excitement of building anything with AI is completely non-transferable. On the eleven-at-night jolt, AI slop, and why the applause was never the point.
August 7, 2026
Don't Trust People Who Say "I Don't Trust the Data"
"I don't trust the data" is the most expensive sentence in any meeting. On owning your numbers, seeking signal over perfection, and what happens when you hand a model your actual source data.
July 16, 2026
I Built a Shopify App That Deletes Your Dashboards
Nobody checks the dashboard. You feel like a serious operator for three days, then never open it again. So I built Seam: it reads your store overnight and emails you the one paragraph worth knowing.
