I sit at the intersection of business strategy and emerging tech — when I'm not doing that, I'm gaming or somewhere I've never been before. Currently at Immutable, leading product and market expansion.
I love hard problems. Sometimes I solve them. I always learn from them.
Strategy frameworks, market observations, and whatever rabbit hole I fell into last.
Costing honey as if bees were paid Australian minimum wage. A fair jar runs about AUD$12 million; AUD$10M of that is the hive's fixed OPEX.
14 minMay 2026Mobile gaming's missing brainEvery studio tracks ARPDAU, ROAS, retention curves. None of them answer the question actually worth asking -- which specific player is about to churn.
12 minApr 2026AI shopping is years away. The infrastructure isn't.When the AI does the buying, value migrates from attention to delegation. Stripe's five level map shows where commerce is today and what changes at Level 4.
13 minInteractive tools and experiments. Play, break, learn.
How many plates until you've actually beaten the all you can eat? It works out two finish lines: the plate where you've eaten back the menu price, and the much later plate where the kitchen genuinely loses money on you. The gap between them is where you spend the whole meal feeling like you won.
TypeScript · React
Tempted to cancel a SaaS and rebuild it yourself with AI? This turns your build, upkeep, and the real chance you'll abandon it into a single monthly invoice, and stamps it next to the vendor's bill. The honest answer is usually 'keep paying'.
TypeScript · React
What I'm building, advising on, and thinking about right now.
The companies I've built, the roles I've held, and what actually happened — startups, consulting, corporate strategy, and one tea company that never launched.
Five years inside one of Australia's most important digital marketplaces, learning that a 'simple job site' is anything but.
2021–2023MBA — Melbourne Business SchoolWent back to study seven years into a career to get the formal strategy vocabulary to sit alongside the practical experience. Both things happened — plus six months in Copenhagen that I'll never forget.
2019–2022Environment Education VictoriaTook the presidency of a cash-strapped environmental education NFP and learned that polished communication and genuine communication are not the same thing.
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I do this for the love of writing.
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