Second Brain is a memory for your work with AI. It saves your conversations in Claude Code and Codex and, when you ask something new, brings in the context on its own, with the source. It works on Mac and Windows, and in Claude Code on the web. It is for entrepreneurs who work with AI every day. It costs €19 per month, excluding VAT; MB Academy members currently use it for free, under the terms. You request your brain at second-brain.site.
An app that saves your conversations with AI and brings in the context on its own. Nothing for you to do.
morning. today i want to finish the product page for the thermos flask and send Tom the email about the packaging.
Good morning. The product page is three-quarters done: the copy and photos are in, the size chart and shipping info are still missing. Shall I start with the size chart?
yes, and use the sizes we settled on last week.
Brain brought in
Conversation, last Tuesday
Three sizes: 350, 500 and 750 ml. Heights 18, 22 and 27 cm
Conversation, 29 September
The 1-litre won’t come until the second batch
Done. I’ve used the three sizes from last week: 350, 500 and 750 ml, with the heights you gave then.
good. now the email to Tom about the packaging. can you read it over before i send it.
Two things: you don’t mention the new box size anywhere, and you ask for a confirmation without giving a date. I’ve added both and kept the tone the same.
great, send it. can you also put the shipping info on the page, the standard text?
It’s on there: two working days within the Netherlands, three to Belgium, free above your usual threshold. The page is now complete, apart from the stock status, which will only be right after the first delivery.
oh right, what did we agree with Tom about the lead time for the first batch again?
The brain found this itself.
Brain brought in
Conversation, 12 September
Lead time six weeks after the deposit is paid
Conversation, 3 October
Tom: first batch moves to week 44
Conversation, 12 September
30% up front, the rest on shipping
Point at a sentence: see where it came from.Six weeks after the deposit, so originally week 42.On 3 October Tom moved that to week 44.You only pay the remaining 70% on shipping, so there’s nothing you need to do for that yet.
had a call with Ben this afternoon. they want another landing page, this time for the winter collection. live before 1 December.
Good to have them back. 1 December is five weeks away. Shall I set up a schedule like the one for the last page?
yes, but tighter. last time the copy round ran over.
Brain brought in
Conversation, June
Ben’s copy came in eleven days late; the photos were already done by then
Conversation, July
“Next time, lock down the copy first, then start”
Then I’ll plan the copy in the first week and the photos alongside it, not after. Last time you waited eleven days for their copy; this time I’m putting a hard date in the schedule.
good. they also asked if the page can be in English, for their German and Belgian customers.
That’s possible. I’d list it as a separate item, so they can drop it if the budget is tight. Shall I set up the quote?
yes, set it up. same structure as last time.
The draft is ready: design, build, two rounds of revisions, and the English version as an option. Only the amount is still missing.
what did i actually charge them last time?
The brain found this itself.
Brain brought in
Conversation, June
Quote for Ben, landing page: €1,450, two rounds of revisions
Conversation, July
“third round was free, not doing that again”
Point at a sentence: see where it came from.In June it was €1,450, with two rounds of revisions included.You noted at the time that the third round was free and that you didn’t want to do that again.Shall I put the new quote at that amount, with two rounds and the English version as a separate item?
the launch is on the 20th. make a list of what’s still open.
Open: the product photos, the copy for the three ads, and the stock check with the warehouse. Everything else is done.
start with the ad copy. three variants, same tone as the summer campaign.
Brain brought in
Conversation, July
Ad tone: short, direct, no exclamation marks, no discount in the headline
Conversation, August
Summer campaign: the variant with the gifting angle had the highest click-through
Here are three variants in that tone: short, direct, no exclamation marks, as you set out in July. The third plays on the gifting angle, which worked best last time.
the second one’s good, make the first a bit warmer. and can you ask Anna about the stock check?
The first one is updated. The message to Anna is ready, with the list of the twelve items; shall I send it as it is?
yes. and say in the message that the 20th is fixed.
Sent. Anna has the list and the date.
who was sorting out the product photos again, me or Anna?
The brain found this itself.
Brain brought in
Conversation, 2 October
Launch: Anna books the photographer, products delivered before the 15th
Today
The 15th is in two days
Point at a sentence: see where it came from.Anna.That was agreed on 2 October, when the two of you talked about the launch: Anna books the photographer, you deliver the products before the 15th.That’s the day after tomorrow.
i’m in the October dashboard. Netherlands +12%, Belgium +4%, Germany 0. does that match what you know?
Yes. Germany is at zero because no ads have run there since August; the other two are going the way they did in September.
returns in Belgium are higher than i thought though. can you see why?
Brain brought in
Conversation, last week
Returns in September and October: jacket size M, 64% of Belgian returns, reason “too small”
Conversation, 9 September
“The M runs small, it’s really an S”
Almost two thirds of the Belgian returns come from one product, the jacket in size M. You noticed yourself in September that this size runs small; that isn’t on the product page yet.
put sizing advice on that page, in Dutch and French.
It’s on there, in both languages: “runs small, choose one size up”. Do you also want a note in the confirmation email for orders in that size?
good idea, go ahead.
The note is in the email. I’ll keep an eye on returns for that size over the next two weeks and tell you if it makes a difference.
and why did we actually stop the ads in Germany back in August?
The brain found this itself.
Brain brought in
Conversation, 19 August
German ads off until the translation has been checked
Conversation, 30 September
Translation check still not picked up
Point at a sentence: see where it came from.Not because of the results.On 19 August you decided to have the German translation of the product pages checked first, because returns there were twice as high.That check hasn’t been done yet, so the ads are still off.
i want to sharpen my positioning. where do i start?
Not with yourself but with your customer, says the MB Academy lesson on positioning. The lesson’s first question: what are the three problems your customers run into?
they want quality without searching for ages, they don’t trust a new online shop easily, and they hate sending things back.
Brain brought in
Conversation, September
Ideal customer: man, 30 to 45, buys quality, doesn’t want to search. Would rather have one good product than three cheap ones
Two of the three are about trust. That becomes your starting point. It fits the customer you already described in September.
good. what’s the next step in the lesson?
Competitor research: your five biggest competitors, and what works for them. You already looked at three of them last week.
right, and all three looked the same.
Black and white, all three. You wrote that down at the time. That’s exactly the kind of observation the lesson builds on.
what did Mike say about competitor research, and what does that mean for my brand?
The brain found this itself.
Brain brought in
MB Academy, lesson on positioning
Start with your five biggest competitors: build on what works, stand out a little, keep it clean
Conversation, September
Ideal customer: man, 30 to 45, buys quality, doesn’t want to search
Your conversation, last week
Three competitors all use black and white
Point at a sentence: see where it came from.The lesson says: look at your five biggest competitors first and build on what works for them, with one clear difference.For your brand that difference is already visible: three of your competitors are black and white, and your customer wants quality without searching.A warm, calm colour and a shorter product page set you apart without you having to invent anything new.
morning
Brain brought in
Conversation, yesterday
Tomorrow 10:00 call with the photographer
Conversation, Wednesday
“The photographer needs the new sizes before he sets up the shoot”
Good morning. Yesterday you worked on the returns page until quarter past six. One thing before you carry on: you have the call with the photographer at ten, and you wanted to send him the new sizes first.
oh right, glad you said. send him the sizes now, from last week’s file.
Sent, with the three sizes and the heights. He’ll have them before the call.
then i’ll carry on with the returns page. where was the copy?
The copy is finished and in the draft; you’d got as far as the form. It isn’t connected to the mailbox yet.
connect it, and test it with my own address.
It’s connected and the test worked: the form arrives in the mailbox with the order number in the subject line.
nice. what else was still open yesterday?
The brain found this itself.
Brain brought in
Conversation, yesterday 18:14
Returns page: copy done, form not connected yet
Conversation, last Friday
Still to do: test the connection between the returns form and the mailbox
Conversation, yesterday
Ask Lucy whether the 14 days count from delivery or from the order
Point at a sentence: see where it came from.The returns page itself is now finished: the copy was ready and the connection has just been tested.The only other open item was testing that connection, and that’s done.What’s left is asking Lucy whether the fourteen days count from delivery or from the order.
+Describe a task or ask a question
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Example conversations, written from real situations. Names and amounts are invented.
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Mike Buiten teaches entrepreneurs to build an e-commerce brand, with a network of specialists around them. Within MB Academy we developed Second Brain further, with the course inside. Anyone can request a brain. MB Academy members use it for free.
