Make better product decisions, faster.

I help for-good founders make confident decisions about what to bet on next.

The big three product decisions

Startups are a big vat of sticky decisions.

Are we working on the right problem?

Big problems, the ones worth solving, are gnarly complex beasts: who experiences it, where it shows up, what’s already been tried to solve it, why is it such a pain, what a good outcome looks like. And other factors.

The better you understand the problem, the more likely you’ll be able to find the right solution.

I help you uncover the problems your customers desperately want solved so you’re not building in the dark.

What's our best bet?

You’ll likely be juggling a heap of potential directions and fretting over which one to pick. That feeling in your gut: you have KPIs to hit , investors to convince, and an eager team raring to go go go.

A good product decision is one where you make the uncertainty explicit, gather just enough insight to reduce the biggest risks, and chose deliberately — knowing why.

I help you identify the ideas that matter and give you the confidence to bet big (and of course responsibly).

What’s the least we can build?

The dilemma of sweating the details and getting to market before you run out of cash is real!

The real trick to success is building just enough software to learn if you’re right. The biggest pitfall: building too much to learn that you’re way off target.

I help you make the right trade-offs so your team are the leanest and meanest of building machine.

Hey, I’m Andy. Over the past 25 years, I’ve helped governments, social enterprises, charities, tech-startups, global sports organisations and my mum make better product decisions. I love figuring out and solving people’s problems. And there are lot of them to solve 🚀

Let's talk decisions

I'd love to hear about what you're building

Andy I LTD is a limited company registered in Scotland under SC825618