Essays, guides, and reflections on building products, learning design, and entrepreneurship.
The £1 Product That Built a Six-Figure B2B Business
Started including branded buffs with orders. When retailers asked where to buy them, I created FirmAppa instead of giving away my supplier contacts.
STRATEGY · E-COMMERCE · PRODUCT14 Nov 25How Toe Socks Saved My Shoe Business
The real profit at Feetus wasn't the barefoot shoes. It was the toe socks: under 2% returns, 80 to 500% margins, and repeat purchases.
E-COMMERCE · STRATEGY · PRODUCT14 Nov 25Why I Named My Company Something People Hated
Feetus: "Feet + Foetus". Polarised reactions were the point.
BRANDING · STRATEGY · PRODUCT · E-COMMERCEFrom the north-east coast of England. Made a pre-Brexit escape to Málaga, and since late 2025 based mostly in a small pueblo in the mountains of the Serranía de Ronda in Andalucía.
Most of my time outside work is spent on unconventional adventures, exploring, and doing silly things outside. I organise hiking trips and occasionally host cyclists passing through via WarmShowers.
I love to get lost in a good book and listen to a lot of music. I believe in variety and enjoy doing lots of different things.
PROFESSIONALLY
I've spent my career making complicated things easier to understand: building course platforms, writing brand strategy, and occasionally explaining to a developer what I actually want.
Over fifteen years across corporate, startups and my own businesses: content, marketing, instructional design, strategy. Founded and sold a company, scaled platforms to tens of thousands of users.
Open to full-time roles and freelance projects. I've spent most of my career in learning design, content, and marketing, but what interests me most right now is taking that experience somewhere new. New industries, new problems, different kinds of work.
Interested in working together? Want to discuss a project or just say hi? Drop me a message and I'll get back to you.