Better outcomes need more than better ideas.
I have spent more than twenty years working across product, technology, design and customer experience, from building products myself to leading teams and functions at executive level.
What I learned is that the hardest problems rarely sit neatly in one place.
A customer problem can look obvious until the commercial model does not support it. A technically impressive product can fail because people do not adopt it. A sensible strategy can stall because teams are not aligned around what it means in practice. An AI initiative can create more activity without creating enough value.
The work that matters most is usually in connecting those things. That is where I do my best work.
I have always worked across the joins.
My perspective comes from being close to customers while also being responsible for products, technology choices, design, strategy and business outcomes.
That has meant learning to see the whole problem rather than one function's version of it.
- What do customers really need?
- What would make their experience meaningfully better?
- What should the product do differently?
- What can the technology support responsibly?
- What needs to change in the organisation for the idea to work?
- How will we know whether it created enough value to justify the investment?
Those questions belong together.
The quality of the outcome often depends on how well they are answered together.
Founder & Principal, Worth Building
Former Chief Experience Officer, Tide · Former SVP Product, SmartRecruiters
I have led through growth, complexity, changing customer expectations and periods where organisations needed to rethink what they were building and how they worked.
The titles changed over time. The work often came back to the same challenge.
Understand what matters. Make the trade-offs. Bring people with you. Turn strategy into something teams can act on. Then look hard at whether it is actually producing the outcome you expected.
Experience includes
As heard on Mind the Product, "What most companies get wrong about product discovery"
AI raises the stakes.
AI is making it possible to create more, automate more and change how work gets done. That creates enormous opportunity. It also makes it easier to invest in things because they are possible rather than because they are valuable.
The organisations that benefit most will need more than an AI strategy. They will need to understand where AI genuinely improves customer or business outcomes, what has to change for people to adopt it, how roles and ways of working should evolve, and how to judge whether the investment is paying off.
That is as much an organisational challenge as a technology one. It requires clearer priorities, stronger product thinking, better measures of value and leaders who are comfortable making decisions while the answer is still emerging.
That is why I built Worth Building.
Worth Building reflects how I have worked throughout my career. Across customer, product, design, technology, strategy and business outcomes, with the responsibility to connect those perspectives and turn them into choices an organisation can act on.
The aim is not simply to help an organisation make one better decision. It is to help leaders and teams become better equipped to make the decisions that follow, turn those choices into meaningful change and build a clearer connection between what they invest in and the outcomes they create.
Sometimes that starts with a Pressure Test. Sometimes the problem needs a deeper Review. Sometimes I work alongside a team through a strategic reset, an AI or product change, or a period where additional senior capability is needed. And sometimes the most useful work is one-to-one, helping a founder or leader strengthen their own judgement, confidence and ability to navigate complexity.
Different situations need different kinds of support. The common thread is better judgement about what deserves your time, talent and technology.
The goal is not more activity.
It is stronger outcomes.
Better choices.
Clearer priorities.
Technology that earns its place.
Products customers value.
Change that people can actually adopt.
And leaders and teams who are better prepared for what comes next.