Writing

Analysis, teardowns, observations and the occasional question that took too long to answer.

Just Add Water

From sports drinks to greens to laundry, someone keeps figuring out the same thing: you're mostly shipping water.

Business · 13 Jul 2026 · 10 min read

You earn a living in NZ. You pay your taxes. You have no idea what happened to your money.

Business · 6 Jul 2026 · 13 min read

Doctors know what gut output reveals. Plebs get uneasy when having to discuss it. Your gut doesn't dress things up or lie.

Commerce · 27 Jun 2026 · 14 min read

Most businesses that fail don't fail because they never had a persona. They fail because they had one and quietly walked away from it.

Operations · 21 Jun 2026 · 13 min read

Yes I am going to make you read all of it.

Operations · 10 Jun 2026 · 15 min read

How a mushroom eaten for 1,000 years got pulled off NZ shelves in 2024.

Commerce · 7 Jun 2026 · 12 min read

Buffett owns a candy company and a railroad. You have his quote on your wall and an AI wrapper in your other tab.

Business · 2 Jun 2026 · 12 min read

Zyn Built a $16 Billion Business Out of a Loophole. Lucy Built a Brand Out of a Pharmacy Aisle.

Commerce · 29 May 2026 · 12 min read

Water. Fish. Oats. Nut butter. Bananas. Milk. The most exciting brands in consumer goods right now are selling the most boring products imaginable.

Business · 28 May 2026 · 12 min read

A $34 billion market held together by 60 year old protocol, consultants charging by the hour, and a lot of very patient operations managers.

Operations · 16 May 2026 · 15 min read

Usage-based pricing was supposed to fix cost blowout. In practice, it means predict the future or get punished.

Business · 5 May 2026 · 15 min read

Inside the offshore staffing model, and what it actually costs on your side.

Business · 30 Apr 2026 · 10 min read

1 / 2