I sit at the intersection of business strategy and emerging tech, currently leading product and market expansion at Immutable. Outside of that, I'm gaming, travelling, or building — including FetchTCG, a card marketplace I cofounded that's now moving millions in trades a year.
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.
Every AI product in a business is a few of six simple machines bolted together. An assembly inherits every failure of every machine inside it.
24 minJuly 2026What the World Cup tells us about talentJunior success explains about 2% of who makes it as an adult. Everyone picks early anyway, because picking is cheap and coaching everybody is not.
17 minJune 2026Putting the bees on payrollCosting 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 minInteractive tools and experiments. Play, break, learn.
Every AI product is a few of six simple machines bolted together. Fifty-odd products you already know, sorted by the machine you're actually paying for, with what makes each one work and how each one goes wrong. There's a tab where you sort them yourself before the answer shows, which is the only honest way to find out if the framework holds up.
TypeScript · React
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
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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