A post about a motor factors business in a small Irish town sits among technology commentary and company culture, and it tells you where Stephen O Brien actually is. That local detail is worth more than any of the reposted material around it.
His technology writing is the strongest independent strand: six reasons one hardware company kept succeeding, a phone that arguably out-designed its rival, an app store rejecting anything built on a competitor's toolkit, and a provocative question about whether two enormous companies could disappear.
Several posts carry the company's own voice rather than his, on focus, on teams and on breaking through in ninety days, and they are recognisable as such immediately.
He also covers a gluten free diet as an energy question and green tea through a nutrition company. A post on building a communications plan that includes social platforms is the most practical thing he wrote.
Take the technology posts. They come from somebody watching the industry rather than the pitch.