A little
About Me
I build physical products.
I’ve spent most of my career designing, manufacturing, positioning, and selling products — and living with the consequences when decisions were right and when they were wrong.
I don’t coach mindset.
I don’t sell motivation.
I help founders make fewer expensive decisions earlier by applying the same commercial judgement I’ve had to apply in my own businesses.
Experience (The Part That Actually Matters)
Over the past 17+ years, I’ve launched almost 1,000 physical products across multiple categories and markets.
Through Mustard, I’ve worked with independent retailers through to major international chains — building ranges that had to work commercially, not just look good.
That means pricing that survives retail maths.
Packaging that survives scale.
Decisions that hold up once real money is on the line.
That’s the judgement this programme is built on.
A Bit of Context (Briefly)
Mustard is where most of my time goes.
It’s where products are tested in the real world — with buyers, customers, margins, logistics, and everything else that doesn’t show up in theory.
Over time, a pattern became hard to ignore.
Most problems don’t come from lack of effort or ideas.
They come from committing too early before the right signals are clear.
That’s usually when things get expensive.
Retailers I actually work with
Working With Founders
Alongside building Mustard, I occasionally work with product founders who are at that same decision point when choices start to become expensive to undo.
I’m not interested in hustle culture or hype.
I’m interested in judgement and in making fewer, better decisions over time.