A message came in for a job nowhere near my usual size. I said yes, I do, anyway. The message came in on an ordinary Tuesday. Not from a founder. Not from anyone near my usual target audience. Nope, it was a woman who marries people for a living, asking,
Start here. What I believe, what I do, and what I will not do. For six years I ran a business that got paid when the answer was more ads. I want to be careful with that sentence, because it sounds like a confession and it is only half of
diagnosis
A friend asked me to look at his shop before he hands it to his kids. The problem he brought me wasn't the real one. It almost never is.
In the middle of the month I started stepping back from the company I built, I spent twelve days in Bosnia with no laptop and no social media. What happened on either side of that break told me whether I can actually let go.
Back in 2006, I decided to leave my supermarket career path and become a florist at my neighbour's owned kiosk. I had never touched a bouquet in my life. The plan was sensible. An experienced employee would train me for a few months until I knew what I
Constraint Teardown
A founder I work with had a problem he couldn't quite name. The brand was growing. The ads were working, genuinely working, the kind of numbers most people would be thrilled with. And yet it felt capped. Like he was pedalling harder every month just to stay in
Newsletter
The raw, operational truth of running a lean agency with four kids.
Newsletter
On paper, everything looked great...
Newsletter
Honesty wins. And yes this cliche is also true.
Newsletter
I have a confession.
Newsletter
I took my laptop to Egypt. On purpose.
Newsletter
Last week I wrote about how I’m actually using AI in Google Ads. The workflows. The sparring partner concept. The speed gains. This week I want to zoom out a bit. Because something happened that made me rethink what my job actually is. I built a tool. Not a