SET DIRECTION
A1
Clarify the problem early. Set the boundaries. Turn vague ambition into work a team can actually build.
Co-Founder & CPTO, Martello. Product-centric software developer. I build the machine that builds the machine: product direction, software systems, delivery discipline, and the operating layer that keeps things moving.
Clarify the problem early. Set the boundaries. Turn vague ambition into work a team can actually build.
Write code, shape systems, and keep the technical standard high enough that speed does not rot the product.
Rhythm, trade-offs, decision-making, accountability. A lot of the useful work happens in the layer around the work itself.
I like to get clear on the real problem before implementation starts. Write down the problem, think hard, write down the solution, then test it against reality.
I trust working software more than elaborate specs, but I would rather think properly up front than move fast in the wrong direction.
Define the actual problem first. Otherwise the team just gets faster at solving the wrong thing.
Think hard before building. Bound the work early so it stays coherent once implementation starts.
Use prototypes, code and shipped product to learn quickly. Reality is more useful than documentation.
Have a hypothesis. Check it against behaviour, data, and outcomes instead of defending it by opinion.
Co-Founder & CPTO. Building software for UK property workflows, risk, and better decisions.
Founded and ran a craft beer delivery startup. Product, software, logistics, customers, vans, the lot.
Built internet products including Stickygram, Boomf and Foldable.me, plus work for BBC and Channel 4.