I have made this kind of decision myself.
Decision advisory is not a label I picked up. It is the through-line of thirty years: the high-stakes calls I made running businesses, the ones I made leaving to build my own life, and the ones I now help others make. In an age where answers are everywhere, that judgment is the thing I trade in.
For more than two decades I made consequential decisions for a living. I rose from intern to General Manager in high-risk, high-growth environments, leading multidisciplinary teams and taking product after product to market. These were not low-stakes calls. People, money, timelines and reputations rode on them. I learned to decide under real pressure, with incomplete information, and to live with the results.
Then I made my own biggest decision: to leave the ladder and build an independent life across advisory, investing and writing. That meant high-stakes calls about identity, income, autonomy and family, the kind no spreadsheet settles. None of them were tidy. All of them taught me how these decisions actually get made, and how often capable people make them badly, because they are tired, rushed, or alone with them.
Out of that came Captaincy: the framework I now use, and the book I am writing. It is the methodology underneath the advisory, and it is mine. In a world where intelligence is abundant, a proven way to think and decide well is worth more, not less.
“Given everything we know, what should we do? That question stays human.”
A trusted decision advisor, not another answer.
I am not trying to compete with AI. I work in the territory AI makes more valuable, not less: judgment, trust, and the call only a human can own.
Decision advisory
I advise founders, executives, investors and senior professionals through their most important decisions, using the Captaincy framework.
Operating and investing
Thirty years operating, from intern to General Manager, plus years as a Startmate mentor, startup advisor and investor. I make calls with skin in the game, not just from theory.
Private practice support
Director of Private Practice Specialists, helping UK surgeons take on the high-stakes decision of building private practice with clarity and integrity.
Writing
Captaincy, my book in development: the framework for thinking clearly and deciding well under uncertainty, and the book I wish I had ten years ago.
- 30 years leading multidisciplinary teams
- From intern to General Manager
- Founder of three companies
- Startmate mentor
- Advisor and investor
Because intelligence is abundant, and judgment is scarce.
Capable people have never had more answers, AI, advisors, analysis, opinion, all on tap. And they have never been more alone with the actual decision. They can see the stakes, they can see the noise, and they still have to make the call, often late at night, with no one to think it through with who has real judgment and no agenda.
I have been that person. I would have given a great deal for a clear-headed, commercially grounded thinking partner who had carried decisions like mine. That is what I aim to be now.
If you are carrying an important decision, you should not carry it alone.
Book a free fit call, or start with the free Decision Scorecard.