Thinking

Ideas for the judgement economy.

Observations, arguments and practical thinking on product, AI, strategy and the decisions behind what gets built, changed, backed or stopped.

Written for founders, leaders and teams responsible for consequential choices.

Featured

Foundations7 min read

The Worth Building Philosophy

Abundance lowers the cost of doing. It raises the value of deciding. A view on what changes when execution becomes easier, why judgement becomes more valuable, and what that means for the organisations deciding what deserves to exist.

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Latest thinking

The Cost of Cheap Building

AI collapsed the cost of building but not the cost of owning what you build. Maintenance, support, security and organisational complexity still compound. Every feature you keep is a standing claim on your team's future attention. The question is no longer 'can we build it?' but 'is this worth owning, at full cost, for years?'

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Decisions6 min read2026

How to Decide What Not to Build

A practical way to make product prioritisation decisions by exposing opportunity cost, ownership and evidence before committing.

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Strategy8 min read2026

AI Product Strategy and What Actually Changes

AI lowers the cost of exploration, spreads creation beyond Product and Engineering, and lets systems act on their own. It does not make attention, trust, ownership or accountability any cheaper.

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Operating9 min read2026

How to Kill a Project

How to decide when to stop a project, protect the people involved, manage the wind-down and release capacity for stronger work.

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