Advisory for founders, CEOs and CTOs who value direct answers over another presentation.
I have built digital product companies from the ground up — across engineering, organization, and culture. I know first-hand how a process that worked at ten people can quietly become the bottleneck at fifty.
I work with CEOs, CTOs and founders in SaaS and enterprise software who are scaling — and recognizing that adding more people rarely resolves the problem. More often, it is the problem.
What I believe
01 / 04
Most failed digital transformations were not a technology problem. They reflected an organization that was not ready to change — and leadership reluctant to acknowledge it.
02 / 04
The process that worked last year may already be your bottleneck. The system you take pride in may be what prevents you from moving faster. Everything should remain open to change — particularly the areas that are rarely questioned.
03 / 04
Every organization has people who maintain non-scalable systems because those systems reinforce their position. Addressing that openly, without making it personal, is typically the most demanding part of the work.
04 / 04
Consulting loses its value when it no longer requires accountability. I do not sell hours or deliverables. I work alongside you until the problem is resolved — having sat on the other side of that table myself.
How I work
Not as an external expert who appears periodically with observations. I work embedded — with regular sessions alongside the CEO or CTO, and direct involvement wherever it creates meaningful leverage.
Most engagements run six months or longer, and I take on only a small number of clients at any one time. The objective is always to make myself unnecessary.
Areas of work
Most growing companies do not have a structural problem — they have missing functions that have gone unnoticed. I identify the roles that should exist but do not, the ownership gaps that slow decisions, and the reporting lines that made sense at twenty people but now create gridlock. The objective is an organization that can move without asking permission.
I engage at whatever depth the situation requires — from platform strategy and build-vs-buy decisions down to code and architecture reviews. The real problems rarely reside in the slide deck. They tend to live in the system nobody wants to touch, the integration that grew organically, or the decision that was "temporary" three years ago.
A counterpart who tells you what they genuinely think, not what you might want to hear. I work as a sparring partner for CEOs and CTOs who are looking beyond yes-people and value input from someone who has made these decisions themselves — and lived with the consequences.
AI in the product, where it creates genuine user value and defensible differentiation. AI in your operations, where it compounds efficiency rather than simply reducing costs. I help you distinguish between the two — and set aside the hype that does not hold up against your actual customers and workflows.
Without the motivational gloss. I speak about what actually happens when organizations scale — the cultural debt, the processes that quietly became untouchable, and why the answer is almost never more people or more tools. For leadership teams and conferences that value candour over inspiration.