About Me
My journey began in software engineering, but over time I found myself increasingly drawn to the product decisions that shape successful products. Today, I combine product thinking with hands-on software development to help founders move from evidence to confident product decisions and, when needed, product delivery.
My Journey
The experiences that shaped how I think about building products.
01 / Software Engineering
I began my career as a software engineer, designing and building software across a variety of products. Those years gave me a strong technical foundation and a deep appreciation for building reliable, maintainable systems.
02 / Understanding Why Products Fail
Over time, I noticed that many products struggled long before development began. The biggest challenges were often unclear customer problems, assumptions treated as facts, and product decisions made without enough evidence.
03 / Moving Beyond Software Delivery
This changed how I approached software development. I became increasingly interested in evaluating evidence, defining focused MVPs, and helping founders make better product decisions before writing code.
04 / Where I am today
Today, I combine product thinking with hands-on software engineering to help founders move from evidence to product decisions and, when needed, build those decisions into reliable software.
What I Believe
The principles that shape how I think, make decisions, and build products.
01 / Evidence Leads to Better Decisions
The best product decisions begin with understanding the evidence available. Whether it comes from customer feedback, business goals, product data, market research, or founder assumptions, good evidence helps reduce uncertainty and guides better decisions.
02 / Better Decisions Before More Features
A successful MVP isn't defined by the number of features it includes, but by the clarity of the decisions behind it. Thoughtful prioritisation creates focus, reduces risk, and delivers value sooner.
03 / Engineering Should Support Product Goals
Technology should serve the product, not the other way around. Every architectural and implementation decision should support the customer experience and long-term product vision.
04 / Every Product Is a Learning Process
Shipping isn't the finish line, it's the beginning of learning. Every release creates new evidence that helps teams learn, refine priorities, and make better product decisions over time.
How I Work
What you can expect when we work together, from the first conversation to product delivery.
Collaborative
I work closely with founders throughout the engagement, encouraging open discussions, shared context, and continuous feedback to make better product decisions together.
Insight-Driven
Recommendations are guided by the available evidence such as customer feedback, business goals, product data, market insights, and technical realities—not assumptions alone.
Pragmatic
I focus on practical decisions that create momentum. Rather than chasing perfection, we prioritise what delivers the most value at each stage of the product journey.
Hands-On
Whether we're defining an MVP or building the product, I stay actively involved to help turn decisions into reliable, working software.
Experience & Expertise
My experience spans product strategy and software engineering, allowing me to bridge the gap between product decisions and technical execution.
Product Strategy
Helping founders turn evidence into focused MVPs, clear priorities, and practical product roadmaps.
Software Engineering
Over 15 years of experience designing, building, and delivering reliable software with a focus on quality and maintainability.
Modern Technologies
Building scalable products using modern frameworks, cloud platforms, and software architectures that support long-term growth.
Continuous Learning
Continuously exploring new technologies, refining my product thinking, and sharing practical insights through writing and experimentation.
Beyond Client Work
I believe learning compounds when it's shared. Outside client engagements, I spend time writing, experimenting, and exploring better ways to build products.
Writing
I write about product strategy, MVPs, evidence-based decision making, and software engineering to document ideas, challenge assumptions, and share practical lessons.
Continuous Learning
Technology and product development evolve constantly. I dedicate time to exploring new tools, frameworks, and ways of working that improve how products are built.
Building & Experimenting
I enjoy experimenting with new ideas, building small products, and exploring technologies to deepen my understanding through hands-on experience.