About this site

I’ve spent the last two decades working across product, marketing, and business development, mostly in small and mid-sized companies.

Over time, I noticed a recurring pattern. Many organisations talk a lot about strategy, yet very little actually changes. Not because people don’t care, but because what gets called “strategy” often remains implicit, unspoken, and locked inside the head of the founder or leadership team.

When that happens, there is little room for real discussion. Ideas are rarely challenged, rarely tested against customer reality, and even more rarely translated into something that collaborators can understand and act upon. This can be frustrating, especially for people inside the company who would like to contribute, improve things, or simply do their work with more clarity.

I write here to make sense of these situations, and to think about strategy from a slightly different angle. I tend to connect ideas from domains that are usually kept separate, not to be clever, but because many problems only become visible when you look at them sideways.

This is not a consulting pitch, and there are no ready-made answers. It’s a place to think in public about trade-offs, tensions, and decisions that are rarely comfortable, but often necessary.

If you care about clarity more than theatre, you’ll probably feel at home here.