Infinite features you could build, but only 1–2 you should build.
I help founders decide which 1–2 are worth betting the company on — then stay to help ship those bets.
12+ years in product. 7 startups built. 2 succeeded.
No contract. No catch.
Building is cheap. Betting wrong isn't.
AI has changed what a small startup can ship.
Ideas in seconds.
Prototypes in hours.
Features in days.
The problem is no longer finding things you could build.
It's deciding what deserves your limited runway.
Which customer do you bet on?
Which problem matters enough?
Which 1–2 features could actually move the business?
And which 98 should you ignore?
AI can help you think through the options.
But you're the one staking your company on the answer.
That's where I come in.
If you're ready to place the right bets, let's talk.
Make fewer, better product bets.
I've spent 12+ years making product decisions — including 5+ years as Head of Product inside early-stage startups.
I've also built 7 startups myself.
5 failed. 2 succeeded.
One of the two became Prod MBA — a business I built solo, ran profitably for five years, and grew to $1M+ in profit.
I've bet wrong with my own time and money.
I've bet right, too.
You get the judgment both taught me.
My Recent Startups
PM Standup
In Beta
Prod MBA
$1m+ profit over 4 years
Break Free
$32k in 2 weeks
How I Work
MONTH 1 — Put your product bets to the test. Free.
I spend a month inside your product with you.
We pressure-test your strategy and biggest assumptions. I dig into your existing product, roadmap and ways of working. And together, we work out which 1–2 bets actually deserve your runway.
This isn't a month of workshops followed by a strategy deck.
We make decisions. We change things. We start shipping.
You get a month of real product leadership.
I get a month to prove I'm worth keeping around.
£0. No contract. No catch.
MONTH 2+ — Keep me as your Pre-CPO.
If I've made a difference, I stay.
Think of me as your product co-founder without adding another founder — senior enough to challenge the strategy, hands-on enough to help make it happen.
I'll work alongside you and your team to:
- Keep pressure-testing the bets
- Own and evolve the product strategy
- Turn strategy into a focused roadmap
- Improve how your team decides and ships
- Stay close to customers and what the market is telling us
- Double down, adjust or kill bets as we learn
No strategy handoff. I stay accountable for what happens next.
If Month 1 works, we agree a paid monthly engagement.
If it doesn't, we stop.
You've paid me nothing.
The Book
Master Product Strategy In Just 140 Pages
"Can't put the book down and can't wait put into practice the things I've learnt."
"I have read a lot of books in the field of products. This book is a little special."
"This book just seems to simplify product strategy with real life examples & actionable steps."
There are infinite features you could build.
But very few you should build.
Let's make sure you make the right choice.
For pre-seed and seed founders with a product in market.
First month free. No contract. No invoice. No catch.