20+ years. 26 founders. 16 startups. 5 multinationals. 4 businesses of my own.

I’ve spent my career helping teams answer the same handful of questions: What problem are we really trying to solve? What should we build first? How can we test our thinking quickly? And what do we need to learn next?

The answers have taken me from global technology companies to early-stage startups, from consulting to founding businesses of my own. Here are a few of the projects that have shaped how I think about building products.

• Slice

  2025 – On going

  Helping a newly formed team deliver a suite of custom hardware and software products for thousands of independent pizza shops across the US.

• Glad

  2023 – On going

  Building a bootstrapped climate-tech startup that has helped fund the removal of more than 60,000kg of greenhouse gases.

• Visible

  2023 – On going

  Exploring how AI could help people understand themselves through the stories hidden within their own digital footprint.

• Shopify

  2021 - 2023

  Helping one of the world’s largest product organisations deliver B2B commerce experiences used by millions of merchants worldwide.

• Eporta

  2020 – 2021

  Building B2B commerce products helping traditional manufacturers bring bespoke products into the world of ecommerce.

• Tidy

  2020 – On going

  Launching a consumer brand from scratch, taking a physical product from idea through manufacturing, ecommerce and customer acquisition.

• Teach Your Monster

  2020

  Helping an award-winning educational game discover the right pricing model through rapid experimentation and real customer behaviour.

• Cookpad

  2018 – 2019

  Helping one of the world’s largest recipe communities evolve products used by millions of home cooks across multiple international markets.

• Kynd

  2018

  Helping a cybersecurity startup define its first product, customer journey and MVP before writing a line of production code.

• Aspect.co.uk

  2017 – 2018

  Improving the end-to-end customer experience for one of the UK’s largest home maintenance providers.

• NEXTFREE

  2015 – 2021

  Building and growing a platform that helped thousands of freelancers connect with recruiters looking for talent.

• DAD

  2015 – 2017

  Building a venture-backed startup helping homeowners get expert advice without waiting for a tradesperson.

• Arcadis

  2015

  Designing an enterprise learning platform supporting employees across one of the world’s largest engineering consultancies.

• Dream It Get IT (DIGIT) – Now “Visii”

  2012 – 2015

  Helping define products and customer opportunities for a startup pioneering semantic image search technology.

• The Union

  2012

  Helping multiple organisations turn a shared vision for digital identity into a product teams could build.

• Sweet & Maxwell (Part of Thomson Reuters)

  2011 – 2012

  Improving search, navigation and information architecture across legal research products used by professionals worldwide.

• GlowLabs

  2011

  Helping shape the customer experience for one of the UK’s earliest smart home startups, later acquired by British Gas as part of Hive.

• Roxxor

  2010

  Designing websites and web applications for a diverse range of clients while discovering an approach to product that’s stayed with me ever since.

• ProcServe

  2007-2009

  Making one of the UK’s largest government procurement platforms easier to use across departments, suppliers and schools.

• PA Consulting

  2005-2007

  Helping launch new products and ventures inside one of the world’s leading consulting firms.