Growth · Strategy · AI Systems
Decision systems for
AI-era growth.
Frameworks, mental models, and lessons from 10+ years leading growth at scale — on decision quality, measurement, and making AI actually useful.
Weekly insights for growth leaders. No spam.
Microsoft
Senior Marketing Manager
What I think about.
The questions I keep coming back to, and where I've developed strong points of view.
Measurement Reality
Why most dashboards lie, what metrics actually matter, and how to build measurement you can trust.
Decision Quality
Frameworks for making better decisions faster. Kill bad ideas early. Say no to more things.
SEM + SEO Systems
How paid and organic search should work together, not compete. Coordination beats optimization.
AI for Growth
Cutting through the hype to find what AI actually does well for marketing and growth teams.
Growth at Scale
What changes when you go from $10M to $100M+. The systems that break and the ones that hold.
Thinking Clearly
Mental models, taste, and discernment. How to see what others miss and trust your judgment.
I build tools, not just opinions.
Sometimes the best way to solve a problem is to build the solution.
Latest Writing
Recent thinking.
Want to work together?
If you're facing a specific challenge around growth, measurement, or AI implementation—I occasionally take on advisory work. It's not for everyone, but if you want a thinking partner with real experience, let's talk.