I didn't set out to build a philosophy.I set out to understand why good teams kept building the wrong thing.
For more than twenty years, I worked across product, design and technology—from hands-on building to executive leadership.
Again and again, I saw the same pattern.
The biggest failures were rarely caused by a lack of talent, effort or execution. They began earlier, in what was approved, what was prioritised, and what nobody was willing to stop.
Worth Building grew from that observation.
Founder, Worth Building
Former Chief Experience Officer, Tide · Former SVP Product, SmartRecruiters
Previously held product and experience leadership roles at GoCompare, ADP and CareerBuilder.
I have led product and design through hyper growth, transformation, acquisition integration and global scale. Working directly with CEOs, executive teams and boards on the decisions behind what gets built, funded and stopped.
Career experience
As heard on: Mind the Product — "What most companies get wrong about product discovery"
Executive Accountability
Senior executive product and experience leadership at Tide and SmartRecruiters - a seat on an 8 person executive team, reporting directly to the CEO, with routine board reporting on strategy and outcomes.
Building Capability Early
Created CareerBuilder's first dedicated UX capability in 2012 and grew it into a team of more than twenty-five.
Leadership Recognised
Voted Leader of the Year at the SmartRecruiters Gold Bulb Awards in 2021.
The lesson I carried forward
Building capability matters.
But capability without judgement creates more output, not necessarily more value.
AI raises the stakes. It gives organisations greater leverage, more options and fewer natural constraints. That makes the quality of the decision before execution even more important.
Judgement is not a trait you either have or do not.It is a discipline that can be strengthened.
This is a bet, not a theorem. Judgement improves the odds; it doesn't guarantee outcomes still shaped by timing, capital and luck outside anyone's control. I haven't run the Worth Loop at enough companies yet to call it proven, only to say I haven't found an exception.
Worth Building exists to help leadership teams strengthen that discipline.
I help leadership teams make decisions they'll still believe were the right ones years later.
That may mean strengthening a strategic bet, challenging an AI investment, clarifying where to focus, or recognising that something should stop before more time and capital are committed.
Every idea on this site began as an observation. Every observation became a question. Worth Building is my attempt to answer them.
Every era is shaped by what is scarce.
Pressure Test Your Biggest Decision
The best decisions rarely improve through reassurance alone. They improve through challenge, evidence and better questions.