An independent product practice, run by one person. Built on curiosity
A weekend with Claude or Lovable and you've got something that works, in the demo anyway. Then real users turn up, and it needs proper security, somewhere to live, payments that don't break, and a way past Apple's review team. I've taken nine products through that part, and honestly it's the bit I enjoy most.
Ten years in business transformation, much of it at Deloitte, working out where businesses are stuck before building anything. These days I build the whole thing myself, all the way to live.
Two ways in
You're building a product
You've got a prototype, or an idea that deserves one. It works when you demo it. Now it needs real users, real payments, proper security, and a way past Apple's review team.
How I finish products →You run a business
Something is eating your team's week. A spreadsheet, an inbox, a review that takes four hours. I work out what's worth automating, then build it around how you actually work.
How I build for businesses →same loop underneath, promise
Things I've built
Some for clients, some just because I was curious. Each one went the whole way, from a sketch to a live thing you can tap on.
The deck One client card, nine curiosities.
Shipped
At the gate
Shipped
Shipped
ShippedHey, how did the morning walk go?
Skipped it. Rough night.
No worries. Want to try a shorter one tomorrow?
Shipped
Shipped
In the workskeep scrolling, I'll deal ↓
that's the lot. for now.
I dig into what's actually going wrong, with you. It's usually hiding somewhere other than where everyone's been looking.
A small working version teaches us more than any plan. We find the truth by trying it for real, then changing our minds quickly when we're wrong.
Keys out of the code, payments that survive an expired card, an App Store submission that doesn't bounce, and the small details that make something nice to use. It's the part where most prototypes quietly stall, so it's the part I take most seriously.
A bit about me
For about ten years I've worked in business transformation, a lot of it at Deloitte. That mostly meant getting in amongst how a business actually runs, working out where it was stuck, and helping people decide what genuinely needed to change before anyone built a thing. Later I moved into building too, including generative AI products in their innovation team.
What I slowly realised is that the code was rarely the hard bit. The hard bit was figuring out what was actually worth building, and then making it something people didn't mind using. Most of that I learned by sitting with teams and watching how they really work before touching anything. I still start there.
Now I build products, a lot of them AI-powered, for myself and for the people I work with. What I enjoy most is the whole journey of it, going from an idea to a thing that's live with real users, and all the unglamorous work in between that makes it actually hold up. I'm curious, I build fast, and I care a lot about the small things that make something nice to use.
Hom
go on, the half-built one counts
Start a conversation →