My writing
and thoughts on growth, leadership and why people decide the way they do.
Making decisions in uncertainty
Four principles I use to make better decisions when the outcome can't be known - first written in 2019, updated with what the research says now.
Staircase or flywheel?
I drew my revenue engine as three layers built in order. In practice it's a flywheel - but one with prerequisites.
The demand capture ceiling
Optimise only for the buyers you can see and you'll get very good at harvesting the few who are ready - right up until growth stops.
Pave the desire paths
Design your go-to-market around how customers actually buy, not around how you report - and put your people where the work really is.
Proof isn't persuasion
Scaling what works is less about finding the answer and more about getting an organisation to act on it - while leaving room for the next big bet.
Two oranges and a lemon
Predictability isn't a forecast. It's the habit of testing what you believe - and it never stops.
Someone else's wing
Why a revenue engine starts with numbers you can trust - and why AI makes that more urgent, not less.