Twenty years, written up as calls rather than credentials.

Each entry says what the decision was, who owned it, and whether it landed. The ones that stalled are on the list, because a portfolio with no stalled entries is a portfolio nobody read honestly.

Why it reads this way

A list of titles tells you where somebody was standing. A list of calls tells you what they did while they were there, and how it turned out.

01The readSame definition, applied to me

Read with the same three words this site uses on everybody else.

Landed, watch, or stalled. Applying it to your own record is the cheapest possible demonstration that the definition means anything.

3Landed

1Watch

2Stalled

Two stalled out of six. Anyone claiming a better ratio over twenty years is describing their memory, not their record.My own record, not a sample

02The engagementsNewest first

Six engagements, each reduced to the one call that mattered.

2024 to 2026Fractional CPTOSeries C vertical SaaS, 140 peopleLanded
The call
Stopped a two-year platform rebuild four months in and moved the team onto the three workflows customers were actually churning over.
What happened next
Churn in the affected segment fell for three consecutive quarters. The rebuild was never restarted and nobody has asked for it.
2023 to 2024Product advisorFounder-led B2B marketplace, 40 peopleLanded
The call
Replaced a nine-item quarterly roadmap with three written bets, each with a definition of landed agreed before work started.
What happened next
Two of the first three bets landed. The third stalled visibly, which was the first time that had been possible to say out loud.
2022 to 2023VP ProductLate-stage workflow platform, 400 peopleWatch
The call
Introduced one definition of landed across six product lines, applied to executive-sponsored work as well as everything else.
What happened next
Adopted in four of six lines. Two lines negotiated exemptions, which is the honest reason this reads as watch rather than landed.
2020 to 2022Head of ProductData infrastructure company, 90 peopleStalled
The call
Bet the roadmap on self-serve adoption ahead of enterprise demand, on the argument that the buying pattern was about to invert.
What happened next
The pattern did not invert on our timeline. Enterprise carried the year and the self-serve work sat unused for eighteen months.
2016 to 2020Director then VP ProductVertical SaaS, 25 to 180 peopleLanded
The call
Built the first product organisation, including the decision record that everything on this site eventually grew out of.
What happened next
The record outlasted three reorganisations and two of my successors, which is the only durability test I trust.
2006 to 2016Product management and deliveryAgencies and early-stage product teamsStalled
The call
Ten years of shipping on other people’s definitions of done, mostly without asking what would make any of it a win.
What happened next
Almost none of it was read afterwards. That absence is the reason the rest of this site exists.

One next step

If this is the kind of read you want on your own portfolio, that is the consulting.

A small number of engagements at a time, focused on the two scarce things: deciding what is worth building, and knowing whether it landed.

See how the consulting worksThe only thing for sale. References when we talk.