Talk 02

Non-technical builder

Summary

Overview

Ben Tossell, founder of MakerPad (sold to Zapier) and Ben's Bites newsletter, shares his journey and workflows as a non-technical builder using AI coding agents. Now working at Factory on DevRel, Ben demonstrates how someone who "can't code" can build production-grade software by learning to effectively guide AI agents. The session covers his practical tools, debugging philosophy, and the evolution from no-code to vibe coding.

Main Discussion

Background and Journey

Ben built MakerPad in 2019 to teach no-code tools (drag-and-drop, Webflow, Airtable, Zapier), sold it to Zapier, then started Ben's Bites before ChatGPT launched. He's now an investor in Factory and helps with their DevRel. His core identity: "I can't code, still can't" - but he builds complex software daily.

Session Viewer Tool Demo

Ben built a custom session reviewer that exports his conversations with Droid (Factory's agent) into a browsable HTML interface. Key features:
  • Filters to show only user messages or full exchanges
  • Exports sessions to secret GitHub gists
  • Web view on his personal site for sharing sessions publicly
  • Built by reverse-engineering another developer's (Mario/Pi) share command

The "Cookbook" Concept

Ben created a cookbook site to share annotated coding sessions with:
  • Full session transcripts
  • "Nutshell" expandable explanations for technical terms
  • Walkthroughs explaining what happened at each step
  • Sessions building the very tools he demos (meta-learning)

Complex Project: Newsletter Booking Platform

Demonstrated rebuilding a Bubble-based ad booking system (766 messages in one session):
  • Calendar system for newsletter ad slots
  • Order management with holds and availability
  • IO (insertion order) generation and signing
  • Real-time Supabase integration
  • Full audit logging

Debugging Philosophy

Ben's approach when stuck:
  • "It's always a me problem" - taking responsibility as non-coder
  • Write tests to validate implementations
  • Use agent browser (Vercel) to test like a first-class user
  • List all possible bugs, go through them systematically
  • Use Ralph Loop concepts: plan file + progress file
  • Switch models mid-session (Opus 4.5 to GPT 5.2 Codex)
  • Point agent to likely culprit areas based on intuition
  • No-Code to Vibe Coding Evolution

    Reflected on how no-code (Webflow + Zapier + Airtable) taught him:
    • Front end / API layer / back end architecture thinking
    • How pieces connect and data flows
    • Threshold of pain to build is always required
    • "Right message, wrong timing" - AI fulfills the no-code dream

    Key Takeaways

    • "It's always a me problem" - As a non-coder, assume bugs are your guidance failure, not the agent's limitation.
    • Build tools to review your sessions - Exporting and annotating sessions helps you learn and helps others learn from you.
    • Reverse engineering is a superpower - See something cool? Have your agent clone the functionality by analyzing the original.
    • Models are multi-purpose - Use different models for different tasks (planning vs. implementation vs. code review).
    • Pain threshold is real - Both no-code and vibe coding require willingness to push through frustration.
    • Share your sessions publicly - Transparency about the messy process helps demystify vibe coding.
    • Technical terms become intuitive - Through exposure, you'll recognize patterns like Glob, API routes, and database connections.
    • Agent browser for testing - Let the agent use your site as a first-class user to find and fix bugs autonomously.
    • Ralph Loop patterns - Maintain plan files and progress files so every agent invocation knows the current state.
    • Quick iterations matter - One-shotting something in 10 minutes validates both your process and the agent's capabilities.
    • Compaction quality matters - Factory's Droid handles context limits without losing information, enabling 766+ message sessions.
    • Verification checkpoints - Put a movie quote in your agent's MD to confirm it reads instructions before starting.
    • Tinkering is learning - Most projects go unfinished, and that's fine. The point is skill development.
    • No-code was programming - Just a different abstraction layer; the architectural thinking transfers directly.
    • Vibe coding gets unfair criticism - Professional developers also hit issues they can't immediately solve; the debugging mindset is the same.

    Memorable Moments

    "Cool Runnings" Verification

    Ben puts a line from the movie Cool Runnings in his agent's MD file just to confirm the agent has read his instructions before starting work - a clever verification checkpoint.

    766-Message Session

    Demonstrating that with proper compaction (Factory's strength), you don't need to start new sessions. He rebuilt an entire ad platform in one continuous conversation.

    The 10-Minute Demo

    Right before presenting to Dan's audience, Ben one-shot an exit popup feature in 10 minutes to prove quick iteration is possible.

    "I Can't Code, Still Can't"

    The session opens with this frank admission, setting the tone that vibe coding isn't about secretly being technical - it's about learning to guide agents effectively.

    "Flying by the Seat of Your Pants"

    Ben addresses the negative connotation of "vibe coding" - that it implies pretending or being fake. His counter: it's engineering at one end of the spectrum, focused on instruction-giving rather than code-writing.

    Key Concepts

    Session Sharing/Reviewing

    Exporting AI coding sessions to a browsable format (HTML/web UI) that shows the full conversation between user and agent, with filtering options.

    Reverse Engineering

    Using AI agents to analyze existing software, videos, or code and recreate similar functionality in your own projects.

    The "It's Always My Fault" Mindset

    A debugging philosophy where non-technical builders assume stuck points are guidance failures rather than agent limitations.

    Pain Threshold in Building

    The amount of frustration and iteration a builder is willing to endure to complete a project, regardless of technical skill level.

    Ralph Loop Pattern

    A development pattern where agents work in loops with maintained state files (plan file + progress file) so each iteration knows the current project status.

    Notable Quotes

    "I can't code, still can't. I've tried and just couldn't never get it to work for me."
    "It's always a me problem, and I know that because I can't code. So it's always my fault."
    "Obviously you don't know how to fix this because you can't code. So your job is to figure out how you can guide the agent in the best way to then get it to figure out what it needs to do next, no matter how complex it is."
    "I've got enough handholding to do myself, not knowing how to code."

    Tools Mentioned

    Droid (Factory)Pi (Mario's Agent)Claude Opus 4.5GPT 5.2 CodexGeminiAgent Browser (Vercel)Dev BrowserBubbleWebflowZapierAirtableSupabaseSupabase FunctionsVercelGitHub Gists

    Transcript

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