WRITING — THE PUBLICATION
Notes from inside the machine.
Operating models, product organisations, and the unglamorous mechanics of shipping software. Written by the operator doing the work, sent when there's something worth sending.
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PUBLISHED 19 PIECES PUBLISHED
The product had fit. The go-to-market didn't.
A cargo documentation platform in continuous production since 2003, live fleet-wide, and effectively unbuyable by anyone outside one deployment. Five decisions, and what each one replaced.
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THE ARCHIVE
ISSUE / 18 — 16 SEPT 2026
Forward deployed engineering, and the distance nobody owns
PRACTICE 6 MIN
ISSUE / 17 — 13 AUG 2026 Why fractional works, and the three cases where it doesn't
6 MIN
ISSUE / 16 — 28 JUL 2026 The operating model is the product decision nobody writes down
4 MIN
ISSUE / 15 — 08 JUL 2026 The boring layer is the moat
8 MIN
ISSUE / 14 — 06 JUL 2026 The chapter I didn't plan
6 MIN
ISSUE / 13 — 25 NOV 2025 Twenty+ years, four company lifecycles and one new era: What building, selling and scaling companies taught me, and how AI changes everything
7 MIN
ISSUE / 12 — 12 NOV 2025 From apps to infrastructure
6 MIN
ISSUE / 11 — 19 SEPT 2025 Performance, reliability, and responsiveness: The triad of Customer Success in high-stakes industries
4 MIN
ISSUE / 10 — 27 AUG 2025 The real cost of email isn’t what you think
3 MIN
ISSUE / 09 — 01 AUG 2025 The Inbox was never the system
3 MIN
ISSUE / 08 — 10 JUL 2025 We weren’t building a better inbox. We were building TradeOS
9 MIN
ISSUE / 07 — 09 JUL 2025 From inbox to infrastructure
3 MIN
ISSUE / 06 — 08 JUL 2025 Email was never the problem
6 MIN
ISSUE / 05 — 03 JUL 2025 AI has rewritten the Marketing playbook
6 MIN
ISSUE / 04 — 21 JUN 2025 Kill your darlings
6 MIN
ISSUE / 03 — 20 JUN 2025 The future of GTM in an AI-first world
5 MIN
ISSUE / 02 — 11 JUN 2025 When Product Managers build the tools they actually need
5 MIN
ISSUE / 01 — 03 JUN 2025 AI and the new era of software innovation
24 MIN
BEFORE THE FIRM
2023 — 22 JAN 2023
Email : Data
3 MIN
2022 — 25 FEB 2022 Trading time for outcomes.
4 MIN
2021 — 19 NOV 2021 R.I.P. SMTP. Long live email.
4 MIN
2021 — 14 MAR 2021 Introducing Data Design: where it came from and what it can do.
4 MIN
IN PROGRESS
THREAD / 20
Decision rights: the cheapest performance improvement available to you
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START
Forty-five minutes. Bring the constraint.
Tell us where the model is bending. We'll say what we'd do, and whether we're the right people to do it.
LONDON — GMT TAKING ENGAGEMENTS