Work
Some of the problems I've spent time trying to solve
Each of these started as an ambiguous question rather than a defined brief. Filter by the capability involved, or read them as one continuous argument about how research, product and distribution connect.
Independent build, applied at NO BS Marketplace · 2025
AuthorityOS
Working out whether AI assistants would ever recommend a brand — before spending a quarter on content
A competitive AI-visibility system that maps what a brand is actually associated with, what its competitors own, and where the gaps are worth attacking.
SEO / AI SearchMarket ResearchAI ProductsPositioning100+ Clusters mapped per audit
60–90s Audit time, from 4–8 hours
Independent build · 2025
JTBD Software Advisor
Helping buyers work out what they were actually hiring software to do, before comparing features
A Jobs To Be Done advisor that uncovers the outcome a business is hiring software to achieve, then produces a consultant-style buying brief and a six-month projection.
JTBDProduct StrategyCustomer IntelligenceAI Products95%+ Reduction in time to produce a buying brief
6 months Forecast horizon for projected outcomes
Independent build · 2025
Topic Intelligence Map
Turning a one-line content idea into a research brief that knows who it is for and what they object to
A content intelligence tool that maps reader intent, stakeholders, objections, entities and gaps before anything is written.
Customer IntelligenceMarket ResearchSEO / AI SearchAI Products90%+ Faster planning
7 Research areas per brief
GENIE AI (Canada) · 2024 — present
Job-led go-to-market at GENIE AI
Getting an AI product taken seriously in a crowded category before it had launched
Product and strategy work moving a keyword-led marketing function to a job-led one, and building pre-launch demand for products still in development.
PositioningGrowthJTBDSEO / AI SearchProduct StrategyNO BS Marketplace (USA) · 2023 — present
Newsletter and product innovation at NO BS Marketplace
Building an audience asset and an internal R&D habit inside an SEO marketplace
Writing and productising a weekly SEO and marketing newsletter, and leading research into AI-driven solutions for internal bottlenecks and client delivery.
GrowthSEO / AI SearchProduct StrategyMarket Research15,000+ Newsletter subscribers
~25% Sustained open rate
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Have a problem worth thinking through?
If you're trying to understand a market, make sense of customer behaviour, decide what to build, sharpen your positioning, or work out where growth is actually coming from — let's talk.