About

I work on a specific failure mode.

Strong products, services, or expertise that lose power the moment they need to be explained.

I've seen this pattern repeatedly while shipping and scaling real digital products. The work itself holds. What breaks is the frame people use to understand it.

Positioning problems don't start in language. They start in decisions: what's prioritised, what's avoided, and which constraints are left undefined.

My work is diagnosis-first. I clarify positioning at the level where it's enforced, then translate that clarity into language that carries without performance.

The framework I use is private. It exists to support delivery, not to be taught or marketed.

This is not for everyone. If you're looking for tactics, visibility, or something to apply yourself, this isn't a fit.

If you've built something real and explaining it still creates friction, you'll know why this exists.