About
About
I'm fascinated by the gap between what people say they need and what actually helps them achieve the outcome they want. That curiosity has led me to deliberately build across strategy, product, design and growth: uncovering the underlying need, turning it into something valuable, and using product, design and behavioural science to make that value easier to realise. That intersection is where I do my best work.
Understand behaviour
The best products start with understanding why people do what they do. I look beyond stated needs to uncover motivations, context, and friction.
Create shared value
Great products balance customer needs with business outcomes. Sustainable growth comes from solving real problems, not optimising metrics in isolation.
Keep the loop small
When strategy, design, and engineering sit close together, less gets lost between decisions and execution. That's especially powerful in 0→1 environments.
Growth is part of the product
Paperlust didn't win because it had more features. It won because we built a growth engine that compounded over years. I've never separated what a product does from how people discover it, because customers don't either.
Ship to learn
Real users settle debates faster than opinions. Build, measure, learn, and keep improving.
Snapshot
Skillset
- +Market, competitive + regulatory analysis
- +Business model, revenue + P&L design
- +Marketplace, partnership + supply-side strategy
- +Customer discovery, JTBD-style research + qual/quant synthesis
- +Behavioural analysis of needs, friction + decision-making
- +Diagnoses why behaviour changes, not just where the metric moved
- +Product strategy from opportunity through to roadmap
- +0→1 marketplace, SaaS + workflow products
- +End-to-end product design across complex user journeys
- +Cross-functional delivery across product, design, engineering + commercial teams
- +0→1 execution from ambiguity to launch and measurable outcomes
- +Growth through product, design + behavioural mechanics