Jake Goldman founded 10up, grew it to 300 people with no office, and merged it into Fueled, where he advises and takes on projects here and there. Writing and projects.https://jakegoldman.net/https://www.linkedin.com/feed/update/urn:li:activity:7510913751668318209/https://www.linkedin.com/feed/update/urn:li:activity:7510913751668318209/Everyone is pitching outcome-based fees as the answer to AI making the work cheaper. The market sets the price, not your pricing model. Fixed fees still make sense, but only when they rest on an honest estimate of effort.Tue, 29 Sep 2026 00:00:00 GMThttps://fueled.com/blog/official-wordpress-browser-extension-by-jake-goldman/https://fueled.com/blog/official-wordpress-browser-extension-by-jake-goldman/A Q&A with Annie Gieser on the extension, why open source has been a constant, and why AI was the tires and not the driver.Thu, 13 Aug 2026 00:00:00 GMThttps://wordpress.org/news/2026/08/browser-extension/https://wordpress.org/news/2026/08/browser-extension/The official announcement, on the WordPress News blog: what the extension does, how a personal itch became an official project with Matt Mullenweg's support, and credit to Fabian Kägy, Khokan Sardar, and the Fueled testers.Thu, 13 Aug 2026 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7487211120513134593/https://www.linkedin.com/feed/update/urn:li:activity:7487211120513134593/From a small frustration with the admin bar to release candidates for two app stores in three months, with credit to the people who shaped it along the way.Sun, 26 Jul 2026 00:00:00 GMThttps://share.transistor.fm/s/0cb1602dhttps://share.transistor.fm/s/0cb1602dWith Mark Szymanski: building 10up to 300 people, why it was never about me, and why clients will keep paying agencies as AI does more of the work.Thu, 11 Jun 2026 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7469121104301924352/https://www.linkedin.com/feed/update/urn:li:activity:7469121104301924352/Auto Release Posts for GitHub, built on WordPress 7.0's new AI Connectors, and an honest account of how much of it I typed myself.Sat, 06 Jun 2026 00:00:00 GMThttps://thewpminute.com/the-wordpress-browser-extension-goes-beyond-the-admin-bar/https://thewpminute.com/the-wordpress-browser-extension-goes-beyond-the-admin-bar/A live demo of the extension with Eric Karkovack, back when it was still in beta.Thu, 04 Jun 2026 00:00:00 GMThttps://www.therepository.email/better-faster-and-yes-cheaper-or-be-left-behindhttps://www.therepository.email/better-faster-and-yes-cheaper-or-be-left-behindA guest editorial on what AI does to the price of digital services, and why another year on the job no longer makes you worth more.Wed, 22 Apr 2026 00:00:00 GMThttps://youtu.be/7YuaqFdJZQ8https://youtu.be/7YuaqFdJZQ8A conversation at PressConf 2026 with Christian Makoa. Short version: agencies should be worried, and that's not drama.Tue, 14 Apr 2026 00:00:00 GMThttps://pressgazette.co.uk/publishing-services-content/publisher-audience-engagement-strategy/https://pressgazette.co.uk/publishing-services-content/publisher-audience-engagement-strategy/As search and AI eat discovery, publishers need to design for the second and third visit: loyalty as a product problem, not a bucket of newsletters. Written with WordPress VIP.Tue, 24 Mar 2026 00:00:00 GMThttps://wp.cloud/ai-and-the-future-of-wordpress-websites/https://wp.cloud/ai-and-the-future-of-wordpress-websites/With Jesse Friedman: how AI reshapes website experiences, why commerce sites aren't going anywhere, and the business case for a services company giving its work away as open source.Tue, 17 Feb 2026 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7391598929160744960/https://www.linkedin.com/feed/update/urn:li:activity:7391598929160744960/Why VRT tools always buried real breakages under false positives, and how an AI review pass at Fueled changed the math on test coverage.Tue, 04 Nov 2025 00:00:00 GMThttps://www.buzzsprout.com/2344934/episodes/17977941-the-future-of-new-businesshttps://www.buzzsprout.com/2344934/episodes/17977941-the-future-of-new-businessWith Mark O'Brien of Newfangled and host Arlen Byrd: why focus still wins, which new-business channels actually work now, and why survival depends on a team that can adapt to AI.Wed, 22 Oct 2025 00:00:00 GMThttps://youtu.be/BPE6H5KkNIAhttps://youtu.be/BPE6H5KkNIAEpisode 21: from solo founder to 300 people, Fortune 500 clients, and the strategic thinking behind the merger.Thu, 07 Aug 2025 00:00:00 GMThttps://www.youtube.com/watch?v=IO2tgdzaT78https://www.youtube.com/watch?v=IO2tgdzaT78With James LePage of Automattic and host Jakob Trost: what's hype and what's helpful in WordPress AI, Big Sky, and building a team culture that embraces the tools instead of fearing them.Wed, 16 Jul 2025 00:00:00 GMThttps://fueled.com/blog/whitepaper-accessibility-in-government/https://fueled.com/blog/whitepaper-accessibility-in-government/A white paper with Brian Bourn, from seven years of work with State of California agencies: the efficiency case for accessibility, and how CMS architecture and automation keep it from decaying after launch.Wed, 11 Jun 2025 00:00:00 GMThttps://www.linkedin.com/pulse/new-brand-title-renewed-focus-10ups-evolution-fueled-jake-goldman-rwx0f/https://www.linkedin.com/pulse/new-brand-title-renewed-focus-10ups-evolution-fueled-jake-goldman-rwx0f/Updating my LinkedIn profile for the first time in fourteen years, and what it's like to watch the company you founded change shape without being its final arbiter.Tue, 03 Jun 2025 00:00:00 GMThttps://thewpminute.com/jake-goldman-talks-agency-mergers-and-rebranding/https://thewpminute.com/jake-goldman-talks-agency-mergers-and-rebranding/With Eric Karkovack, the week the refreshed Fueled brand launched.Tue, 03 Jun 2025 00:00:00 GMThttps://10up.com/blog/2025/new-fueled-brand-10up-becomes-wordpress-practice/https://10up.com/blog/2025/new-fueled-brand-10up-becomes-wordpress-practice/Why 10up kept its name as a practice inside the refreshed Fueled brand.Tue, 13 May 2025 00:00:00 GMThttps://fueled.com/blog/fueled-renewed-brand/https://fueled.com/blog/fueled-renewed-brand/The brand refresh, co-written with Justin Livesay and Rameet Chawla.Sun, 11 May 2025 00:00:00 GMThttps://pressconf.events/speakers/jake-goldman/https://pressconf.events/speakers/jake-goldman/My first in-person conference talk since the pandemic. A short, deliberately provocative one.Fri, 25 Apr 2025 00:00:00 GMThttps://youtu.be/ZH53vvTiGj0https://youtu.be/ZH53vvTiGj0A pre-conference conversation with an old friend ahead of the PressConf agency panel.Thu, 10 Apr 2025 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7306011723113582592/https://www.linkedin.com/feed/update/urn:li:activity:7306011723113582592/Not as exciting as the AI work, but Monitor, our homegrown site-health toolkit, is one fast, opinionated place for updates, accessibility, Core Web Vitals, and logs across hundreds of sites.Thu, 13 Mar 2025 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7296632442893844480/https://www.linkedin.com/feed/update/urn:li:activity:7296632442893844480/A screensaver surfaced WordCamp San Francisco 2013: Matt Mullenweg moderating, the late Alex King trolling the remote crowd, and a debate about open company data that still feels current.Sat, 15 Feb 2025 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7283607287317807105/https://www.linkedin.com/feed/update/urn:li:activity:7283607287317807105/On another round of WordPress leadership drama: a toast to the people who quietly move releases forward, and a plea to weight the voices of those who do more than think and critique.Fri, 10 Jan 2025 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7282126418749136896/https://www.linkedin.com/feed/update/urn:li:activity:7282126418749136896/A candid account of restructuring: reorganizing engineering around craft, shifting some capabilities to contract staffing, moving faster on performance gaps, and where we were still growing.Mon, 06 Jan 2025 00:00:00 GMThttps://www.linkedin.com/feed/update/urn:li:activity:7258501238550347780/https://www.linkedin.com/feed/update/urn:li:activity:7258501238550347780/A conversation on LinkedIn: starting out in web design, building 10up, reminiscing about college, and whether the work is heading toward low-code or toward stitching complex systems together.Thu, 31 Oct 2024 00:00:00 GMThttps://10up.com/blog/2024/techcrunch-relaunches-in-partnership-with-10up/https://10up.com/blog/2024/techcrunch-relaunches-in-partnership-with-10up/A ground-up rebuild of a site I've had a hand in since 10up's first year: the block editor first, then a cleaner, faster reader experience with TechCrunch and its design partners.Tue, 08 Oct 2024 00:00:00 GMThttps://wpvip.com/resources/webinars/modern-government-cms/https://wpvip.com/resources/webinars/modern-government-cms/A panel with Michael Valle of California's Department of Health Care Access and Information, Brian Bourn, and Tugce Menguc on how the state put a modern CMS strategy into practice with WordPress.Thu, 11 Jan 2024 00:00:00 GMThttps://wptavern.com/podcast/96-jake-goldman-on-agency-mergers-and-ai-in-wordpress/https://wptavern.com/podcast/96-jake-goldman-on-agency-mergers-and-ai-in-wordpress/With Nathan Wrigley, a month after the merger: why 10up joined Fueled, and why AI is an accelerant for builders rather than a replacement.Wed, 25 Oct 2023 00:00:00 GMThttps://poststatus.com/post-status-draft-podcast-jake-goldman-of-10up-on-merging-wp-and-the-web/https://poststatus.com/post-status-draft-podcast-jake-goldman-of-10up-on-merging-wp-and-the-web/With Cory Miller, two weeks after the merger: why 10up joined Fueled, and why WordPress is stretched across too many audiences to beat closed platforms on ease of use everywhere at once.Fri, 22 Sep 2023 00:00:00 GMThttps://www.linkedin.com/pulse/making-something-bigger-10up-fueled-jake-goldman/https://www.linkedin.com/pulse/making-something-bigger-10up-fueled-jake-goldman/The merger, from the founder's chair: why I stopped being the sole owner of the business I started, and why that was the point.Sun, 10 Sep 2023 00:00:00 GMThttps://10up.com/blog/2023/10up-joins-forces-with-fueled-digital-media/https://10up.com/blog/2023/10up-joins-forces-with-fueled-digital-media/The announcement.Fri, 08 Sep 2023 00:00:00 GMThttps://10up.com/blog/2023/10up-turns-12/https://10up.com/blog/2023/10up-turns-12/Year twelve in review: a twelfth straight year of growth.Thu, 23 Feb 2023 00:00:00 GMThttps://10up.com/blog/2022/10up-turns-11/https://10up.com/blog/2022/10up-turns-11/Year eleven in review: past 230 people, and a stack of Webbys.Mon, 28 Feb 2022 00:00:00 GMThttps://10up.com/blog/2021/10-years/https://10up.com/blog/2021/10-years/A decade, from a home office in Rhode Island to the week we relaunched WhiteHouse.gov.Fri, 26 Feb 2021 00:00:00 GMThttps://10up.com/blog/2021/10up-helps-launch-a-new-whitehouse-gov/https://10up.com/blog/2021/10up-helps-launch-a-new-whitehouse-gov/Six weeks to Inauguration Day.Thu, 04 Feb 2021 00:00:00 GMThttps://predictableprofits.libsyn.com/website/jake-goldman-president-of-10up-talks-navigating-an-economic-downturnhttps://predictableprofits.libsyn.com/website/jake-goldman-president-of-10up-talks-navigating-an-economic-downturnRunning a nearly 200-person agency through the first pandemic summer.Fri, 28 Aug 2020 00:00:00 GMThttps://10up.com/blog/2020/work-from-home/https://10up.com/blog/2020/work-from-home/What nine years of running a distributed company taught us, written for everyone who was suddenly doing it in April 2020.Mon, 06 Apr 2020 00:00:00 GMThttps://10up.com/blog/2020/10ups-9th-anniversary/https://10up.com/blog/2020/10ups-9th-anniversary/Year nine in review.Fri, 28 Feb 2020 00:00:00 GMThttps://wp-tonic-show-a-wordpress-podcast.castos.com/episodes/452-wp-tonic-show-with-special-guest-jake-goldman-president-founder-of-10uphttps://wp-tonic-show-a-wordpress-podcast.castos.com/episodes/452-wp-tonic-show-with-special-guest-jake-goldman-president-founder-of-10upGitHub Actions for plugin deployment, LearnDash 3.0, and the state of agency life in 2019.Wed, 11 Dec 2019 00:00:00 GMThttps://podcast.hackernoon.com/e/e53-jake-goldman/https://podcast.hackernoon.com/e/e53-jake-goldman/With Trent Lapinski, on how a developer ends up running a company.Thu, 20 Jun 2019 00:00:00 GMThttps://10up.com/blog/2019/10ups-8th-anniversary/https://10up.com/blog/2019/10ups-8th-anniversary/Year eight in review: revenue and headcount both up thirty percent.Fri, 22 Feb 2019 00:00:00 GMThttps://10up.com/blog/2018/10up-seven-year-anniversary/https://10up.com/blog/2018/10up-seven-year-anniversary/Year seven in review: Old San Juan, Lift UX, Distributor, a record thirty new clients.Mon, 12 Feb 2018 00:00:00 GMThttps://10up.com/blog/2017/six-year-anniversary/https://10up.com/blog/2017/six-year-anniversary/Year six in review.Mon, 13 Feb 2017 00:00:00 GMThttps://10up.com/blog/2016/5-year-anniversary/https://10up.com/blog/2016/5-year-anniversary/Year five in review.Fri, 12 Feb 2016 00:00:00 GMThttps://10up.com/blog/2015/4up-birthday/https://10up.com/blog/2015/4up-birthday/Year four in review.Fri, 13 Feb 2015 00:00:00 GMThttps://jakegoldman.net/writing/distributed-straw-men/https://jakegoldman.net/writing/distributed-straw-men/A reply to Chris Lema on hiring the best, and what people get wrong about remote teams.Thu, 14 Aug 2014 00:00:00 GMThttps://jakegoldman.net/writing/hub-and-spoke-vs-distributed/https://jakegoldman.net/writing/hub-and-spoke-vs-distributed/Why 10up was distributed from day one: the good reason, the lame reason, and the costs and benefits as they looked in 2014.Fri, 08 Aug 2014 00:00:00 GMThttps://www.agencymavericks.com/episode-16-jake-goldman/https://www.agencymavericks.com/episode-16-jake-goldman/With Troy Dean: building SEO Slides, keeping a talent pipeline full, and why a WordPress product is a hard business.Thu, 16 Jan 2014 00:00:00 GMThttps://jakegoldman.net/writing/panel-wordpress-agencies/https://jakegoldman.net/writing/panel-wordpress-agencies/Notes from a WordCamp San Francisco panel with Alex King, Shane Pearlman, and Brad Williams on running a WordPress agency.Fri, 27 Sep 2013 00:00:00 GMThttps://jakegoldman.net/writing/wordpress-app-platform/https://jakegoldman.net/writing/wordpress-app-platform/The case, in 2013, for WordPress as an application platform and not just a publishing tool.Thu, 12 Sep 2013 00:00:00 GMThttps://jakegoldman.net/writing/why-i-shouldnt-blog/https://jakegoldman.net/writing/why-i-shouldnt-blog/The first post on the first version of this site: every reason a founder shouldn't have a personal blog, followed by one.Sun, 01 Sep 2013 00:00:00 GMThttps://build.codepoet.com/2012/06/14/jake-goldman-interview/https://build.codepoet.com/2012/06/14/jake-goldman-interview/An early interview for Automattic's Code Poet, a year into 10up.Thu, 14 Jun 2012 00:00:00 GMThttps://www.smashingmagazine.com/2011/05/new-wordpress-power-tips-for-template-developers-and-consultants/https://www.smashingmagazine.com/2011/05/new-wordpress-power-tips-for-template-developers-and-consultants/The last of the Power Tips series, written the spring I founded 10up.Tue, 10 May 2011 00:00:00 GMThttps://www.smashingmagazine.com/2009/12/advanced-power-tips-for-wordpress-template-developers-reloaded/https://www.smashingmagazine.com/2009/12/advanced-power-tips-for-wordpress-template-developers-reloaded/More template tricks, from when I still wrote templates for a living.Mon, 14 Dec 2009 00:00:00 GMThttps://www.smashingmagazine.com/2009/11/advanced-power-tips-for-wordpress-template-developers/https://www.smashingmagazine.com/2009/11/advanced-power-tips-for-wordpress-template-developers/The sequel.Wed, 25 Nov 2009 00:00:00 GMThttps://www.smashingmagazine.com/2009/07/power-tips-for-wordpress-template-developers/https://www.smashingmagazine.com/2009/07/power-tips-for-wordpress-template-developers/My first piece for Smashing, and the start of the series.Thu, 02 Jul 2009 00:00:00 GMT