I help small businesses think well about software.

I've trained as a lawyer, worked as a personal trainer, built brands, shot photos, and performed on stage. I'm not easily categorised and I've stopped trying. What connects it all is that I ask good questions and I care about the work being real.

My practice sits at an unusual intersection: I think about small business the way a strategist does, and I build the web the way a developer does, and I hold opinions about both. I'm especially interested in how recent AI tools change the shape of what a single consultant can do — and, more importantly, what they shouldn't.

I write here occasionally under the header of Practice Notes. If any of it is useful, I'd be glad to hear.