Start Of A New Thing

No hacks, no shit.

I’ve spent 30 years in business. Built things. Broken things. Mostly learned the hard way.

This isn’t another Substack from someone who just sold their SaaS for eight figures and wants to “give back” by telling you how clever they are. I’m not here to sell you a system. I’m here to tell you what not to do — because I did it.

This newsletter is for the ones who are in it. Founders, builders, the 2 a.m. deck-makers, the “we’re fine” liars holding it together while quietly falling apart. You don’t need another post about grit or growth or the five steps to Series A. You need honesty. You need someone to say: I’ve been there. Here’s what I learned. No fluff. No ego. Just a long road.

So that’s what this is. Stories, lessons, scars. Some of them funny (with hindsight). Some of them brutal. All of them real.

I’m also launching a podcast called etc., with my friend and fellow-transformer Pippa Gilbey, where we interview people who nailed their first act and are now figuring out what’s next. It’s not just about success — it’s about identity, change, and what happens after the big win (or the big crash).

If any of that sounds like something you’d read while ignoring a board report, hit subscribe. I’ll be in your inbox soon.

No growth hacks. Just the truth. Oh and some other load of

old guff that I find interesting.