I’ve seen the bill
for being wrong.
I didn’t arrive here via a roadmap. I got here by walking through the wreckage of broken systems and paying the “ignorance tax” more times than I’d like to admit.
Most people in this industry sell you the dream of what happens when everything goes right. I’m the person you call because I know exactly what happens when things go wrong.
// THE RED ZONES
I’ve spent the last decade in high-stakes environments where a decimal point in the wrong place doesn’t just mean a bad day; it means lost legacies, regulatory fires, and millions of dollars evaporating while people are still arguing in the boardroom about whose fault it is.
I didn’t learn my craft in a textbook. I learned it under the crushing weight of real-world pressure.
The Myth of “Working Harder”
Early on, I was the “effort” guy. I thought the answer was always more. More campaigns, more tools, more hours, more “hustle.”
I watched brilliant teams burn themselves out doing exactly that—and still fail. Not because they weren’t smart. But because they were pouring elite effort into a fractured engine. They were flying a plane with a broken compass.
The only difference between a win and a loss is the infrastructure.
How I See the Flow
I don’t care about isolated projects. I look for the friction. I look for the places where your data is gaslighting you. I look for the delayed feedback loops that are costing you money you haven’t even missed yet.
The Handshake
I am intentionally careful about who I work with. If you want a “yes man” to validate your current path, I am the wrong person.
If you want the truth—raw and unvarnished—then the work becomes meaningful.