Strategy, products, AI, and growth systems for ambitious founders and businesses.
Olai
Capture what matters — a minimal notes app with wikilinks and a visual knowledge graph.
GenuineCRO
Evidence, not opinions — automated conversion audits benchmarked against real GA4 data.
Huezer
Color accessibility, solved — generate WCAG-compliant palettes and auto-fix failing contrast.
PriceLab
Stop underpricing your work — a free calculator built for makers and small creative businesses.
Coming soon — details to follow.
A memoir that turns grief into purpose. A mystery that won't let you sleep. Two books, two worlds — grab your copy today.
Personalized guidance and accountability to help you apply what you're learning and reach your goals faster.
Hands-on strategy and operator-level guidance to help founders untangle growth, operations, and go-to-market decisions.
Software products designed, built, and shipped from scratch — from early MVPs to fully scaled platforms.
My Story
Growing up, I learned early that the things that make you different are often the things that make you useful. I spent years building the skills, relationships, and habits that eventually became the foundation for this work…
Read My Full Story
MY GROWTH OPERATING MODEL
I find what's quietly costing you growth — then fix it.
That means partnering with SMBs scaling fast and enterprise teams protecting complex revenue streams — finding exactly where growth is leaking, then building the systems, teams, and products to capture it back.
Most consultants stop at the deck. I stay through the build, because growth is proven in execution, not slides.
Whether you need an outside perspective, fractional leadership, or someone embedded in your team, I plug in at exactly the altitude your growth problem requires.
Understand before changing
Turn insights into outcomes
Make the organization capable
Create sustainable growth
SEVEN BRANDS · ONE THROUGH-LINE
2005
Hewlett-Packard
Enterprise marketing analytics across global campaigns.
2015
Lennox International
Built the data science programme from scratch. Led a team of 15 analysts.
2023
Citi
+40% organic traffic, −$3M ad spend, +15% customer retention.
2024
Lenovo
Led CRO initiatives across APAC, delivering a 35% increase in lead generation and a 28% improvement in conversion rates.
2025
Criteo
Managed GTM tagging and analytics governance across North America.
2025
Astound Broadband
Led the CRO programme, improving digital funnel conversion rates by 28%.
2026
PayPal
Developed media operations strategy, reducing campaign waste by 25%.
2nd Edition · Enhanced & Expanded
A journey through grief. A choice to live with purpose. This second edition — enhanced and expanded — follows one man's path from loss toward becoming a guardian of the stories and people he almost let slip away.
Get Your CopyNew Show · Launching Soon
Built Different Show is launching soon — conversations with everyday people, not the 1%, who are built different and have found their own way to make a mark on the world through creativity, grit, and lived experience.
Behind-the-scenes lessons on building products, teams, and businesses — from the first line of code to the first paying customer.
View all postsNO STRINGS ATTACHED
Guides, checklists, and tools I've built — no strings, just useful. Grab one and you're on the list for what's next.
A comprehensive checklist for auditing conversion rates across every funnel stage. Used across six enterprise brands to find and fix leakage points before they compound.
Get it freeStep-by-step guide to implementing product analytics from scratch — covering event taxonomy, attribution modelling, and dashboard architecture that won't need rebuilding in six months.
Get it freeThe exact framework used to scale B2B SaaS products from zero to meaningful ARR. Covers acquisition loops, retention levers, and the metrics that actually predict revenue.
Get it freeReady-to-use Notion + Google Sheets dashboard templates for tracking core product KPIs. Plug in your numbers and get a live view of product health in under an hour.
Get it freeHow to design, build, and launch a scalable MVP in under 30 days. Covers tech stack selection, feature prioritisation, and the minimum viable distribution strategy most builders skip entirely.
Get it freeA systematic approach to identifying, categorising, and managing technical debt before it becomes an existential risk. Includes a scoring model and triage playbook.
Get it free