Five rules.
Each one comes with what it means in practice, so you can hold me to it.
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Outcomes over output.
A site that looks great and does not convert is a failed project. Success is defined before work starts, then reported honestly, even when the numbers disappoint.
Agreed success measures in every scope -
Senior attention.
I limit how many projects run at once, so yours gets real focus instead of a slot in a queue.
A small number of projects at a time -
Nothing hidden.
You see the work as it is built. If something is behind, you hear it from me before you have to ask.
A live preview and a weekly update -
Clarity before speed.
Slow projects start with unclear briefs. Hard questions come early, so they do not surface in week six.
A written scope before any design -
Built to hand over.
Everything is documented and owned by you. No lock-in for its own sake.
Code and accounts in your name
When things go wrong.
Principles matter most on bad days. Here is what happens on those.
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“A deadline is at risk.”
- What you can expect
- Hear about it early, with options.
- What I do
- Flag it, explain why, and propose a new plan.
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“A strategy is not working.”
- What you can expect
- Get the numbers and a recommendation.
- What I do
- Say so plainly and suggest a different approach.
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“You ask for something I think is wrong.”
- What you can expect
- Get an honest opinion and the reasons behind it.
- What I do
- Explain the risk, then respect your decision.
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“Something breaks after launch.”
- What you can expect
- Report it in one message.
- What I do
- Fix it, explain the cause, and prevent a repeat.
What if we disagree about a decision?
I will tell you what I think and why. Then it is your call, and I will build it well either way.
How many projects do you take at once?
A small number, so each one gets real attention. If I cannot give yours that, I will say so before we start.
Good work starts with a conversation.
Tell us about your business, what’s working, and what you’d like to do better.