Insights

MY THINKING, BEHIND THE WORK

Thoughts on building, scaling, and turning ideas into something that actually works.

My focus for the year ahead

Where I am now, what I’m looking for, and my timeframes for getting started…

What 14 Years of Building and Exiting a Business Taught Me

After 14+ years building and exiting New Icon, I’ve found myself reflecting less on the obvious milestones and more on the shifts that happened along the way…

Designing My Life Might Be My Hardest Brief Yet

I’ve spent years helping others design better products and systems. Now I’m figuring out how to design a better life...

Designing Systems in the Real World

How better systems, not more tech, will define the future of real-world experiences...

Where AI actually works, and why judgement is the real advantage

There’s no shortage of AI ideas right now, if anything there’s too many, everyone’s got one, every pitch has it, every product has something vaguely “AI-powered”...

Building the right orbit

Why you can’t scale a business alone, and how (and when) to bring the right people into orbit...

Build for the long game

Most businesses optimise for speed. The ones that last are built with time, clarity, and long-term value...

Let's work together