I'm a design and strategy leader focused on the upstream end of digital product development in the space where organisations decide what to build and why, before they commit to building it.

Most product failures aren't execution failures. They’re definition failures. Teams move fast in the wrong direction because the problem was never properly understood in the first place. That's the territory I work in.

I think the truest test of a great product is whether people come back. Retention is the signal. But retention only holds when the economics work — when what's good for the user and what's good for the business point in the same direction. That alignment doesn't happen by accident. It has to be designed in from the start.