01
Leading
Applying growth, product and technology thinking to hard problems.
Current focusGrowth, product and technology
How I work → Growth · Product · Delivery
I turn growth problems into decisions you can defend.
Twenty-one years in growth, product and technology. I also build and ship my own tools, so I only recommend what I've tested myself.
I've never been particularly good at leaving a broken thing alone.
$90M+Revenue driven
25+Teams led
21Years
New launch
Proofwork
Go solo on evidence, not hope.
You don’t need another template. You need to know when to stop building and start selling.
Proofwork is a five-gate system for going solo. Each gate opens on evidence (a number, a name, a payment), not on hope. It's the same evidence-first method I use with enterprise teams, scaled down to one person. Put the work in the right order and you stop spending three months on the parts that don't matter yet.
- Your Proofwork Desk: all five gates in one app
- The Guide: 28 pages, one chapter per gate
- The Template Book: ten ready-to-edit messages
- Your printable Proof File and 90-day plan
$19Launch price
Get Proofwork, $19 →
Instant download through Gumroad. Works offline. Nothing you type is sent anywhere.
Five gates, in order. Each opens on evidence.
- 1IdeaIs this worth 90 days of your life?
- 2OfferCan you say it in one sentence, and does anyone lean in?
- 3PriceWhat do you actually need to charge?
- 4LeadsWhere does your next customer come from?
- 5MoneyAre you actually making a profit?
Proof of Impact
Experience in numbers
$90M+Revenue driven across my career
25+Teams led. Some I built, all I answered for.
6Free working tools published, no paywall. Email address only.
21Years across growth, analytics and product
Free Resources
Resources I wish I had earlier
Six free worksheets, guides and workbooks for anyone leading growth, product or technology. Drawn from years of hands-on experience. You give an email address, and that's the whole price.
Guide Analytics Setup Guide
A 27-page fillable guide and a tracking plan workbook. Twelve steps in four phases, setup notes for GA4, Mixpanel, Amplitude and PostHog, and a twenty-event starter set.
Get it free →
Paper Growth Strategy Framework
A 25-page paper with three fillable worksheets and a Growth Model workbook. A practical synthesis of widely shared ideas: five stages, each with an evidence gate, six growth loops and a stop list.
Get it free →
Workbook Product Analytics Template
A workbook for Excel and Google Sheets, plus a Notion import pack. Type in your numbers and see how your product is doing across acquisition, activation, retention and revenue. A first pass takes about an hour.
Get it free →
Guide MVP Build Blueprint
A 25-page guide with three fillable worksheets and a workbook. Fourteen steps in four phases, over 30 days, for one focused builder and a founder giving it several hours a day.
Get it free →
Framework Tech Debt Audit Framework
A 26-page guide with four fillable worksheets, a workbook and a one-page leadership summary. A quick score and a full score, four triage outcomes, and interest priced in dollars.
Get it free →
Worksheet CRO Audit Worksheet
A 22-page fillable PDF and a scorecard workbook. Eight stages, forty checks scored 0, 1 or 2, and a Leak Map that puts a dollar value on the gap between segments.
Get it free →
How I Work
The Problem-to-Revenue Path
Problem to revenue, in five gated stages.
The order I build, grow and scale in, whether it's a product, a service or a whole business. Each stage ends in a gate: you move on when the evidence shows up, not when the meeting ends.
-
01
Problem
Find the problem worth paying for
What's broken, and who pays for it staying broken?
Read the data, the funnel and the org side by side. Talk to the people living with it. Name the gap everyone has stopped seeing.
GateThe problem is named, sized, and costs someone real money or time. -
02
Proof
Prove demand before you build
Will anyone actually pay to fix it?
Real conversations, a priced offer, a pre-sale or a pilot. Opinions don't count. Commitments do.
GateSomeone asks for the price, signs up or pays. -
03
Product
Ship the smallest thing that works
What's the least we can build that solves it?
The fix, not the deck: a feature, an offer or a process. Cut scope until it hurts, then measure.
GateIt's live, people use it, and the core number moves. -
04
Pipeline
Make customers arrive on purpose
Where does the next customer come from?
Channels, funnel and conversion, mapped step by step. Fix the leakiest step first, then the next one.
GateYou know the cost and conversion at every step, and it repeats. -
05
Profit
Make the revenue hold
Does each sale make money, and does it keep coming?
Pricing, unit economics, retention, and systems that run without me in the room. What you learn feeds the next Problem.
GateMargin is positive, revenue repeats, and the team runs it.
Digital productsProof is a waitlist that converts. Pipeline is activation. Profit is retention.
ServicesProof is a signed pilot. Product is a packaged offer. Profit is delivery margin.
BusinessesProblem is where the value leaks. Pipeline is the growth model. Profit is unit economics.
What I Do
What I know best.
GrowthFinding where acquisition, experience, conversion and revenue leak, and fixing the leakiest step first.
Digital & ProductConnecting customer experience, technology and business outcomes into one plan.
Data & ExperimentationTurning analytics into decisions, and decisions into experiments.
Operating ModelsStructuring people, process and technology around the work that matters.
AI & Emerging TechnologyFinding where new technology creates real leverage rather than novelty.
About
Not the résumé version.
Underneath the job titles, I'm someone who's always been more interested in why something is broken than in whose job it was to fix it.
I grew up curious about systems — not just how they're built, but why they quietly fail the people relying on them. That curiosity turned into a career: two decades moving between marketing, analytics, product and technology, usually landing wherever a problem didn't fit neatly into one department's job description.
What I care about hasn't changed much in twenty years. I want to understand how something actually works, find the part that's costing more than anyone realizes, and fix it in a way that holds up after I've moved on. I'm drawn to ambiguity for the same reason some people are drawn to a puzzle — not because I enjoy the mess, but because I enjoy what's on the other side of it.
I work best where strategy and execution meet: in a strategy conversation in the morning and a technical one in the afternoon, useful in both. I've spent most of my career building that range, one uncomfortable, cross-functional problem at a time.
Today I build small products and free resources that make someone else's job easier, and write, because business was never the only place I found people interesting. The thread through all of it: I'd rather leave something better than I found it.
Now
What I'm doing now
Four things get my hours right now. Everything else waits.
02
Building
Developing free resources and running small experiments.
Current focusProofwork, plus six free resources
See Proofwork →
03
Writing
Working on books and essays about people, business and the way we make sense of the world.
Current focusNext book: The World As It Seems
See the books →
04
Learning
Exploring AI, product systems, experimentation and the next generation of digital work.
Current focusApplied AI in everyday product work
Read the essays → Books
The other thing I build.
I spend some of my time writing things that don't fit inside a business presentation.
From Grave to Guardian
A story about grief, faith, memory and the people we carry with us.
Explore the book →
Silence in Room 307
Some rooms keep their secrets. A psychological mystery set around a room that refuses to give up what happened inside it.
Explore the book →The World As It Seems
An exploration of perception, relationships, power and the stories people construct about themselves.
Coming soon →I write fiction because business isn't the only place where people are complicated.
Thinking
Notes on growth, leadership, product and technology.
Direct essays on how teams grow, how leaders judge talent, how products get built, and where AI changes the work.
Great Companies Are Built on Talent Leaders Can See Accurately, Not Just Easily
Leaders promote on what they remember. Research on performance ratings shows why that fails, and five moves that make talent decisions show their work.
The Decision Explorer · Weekly
One useful idea a week.
Practical ideas on business, growth, technology and the decisions behind them. No daily noise.
Recommended
Tools I actually use.
Not a sponsored list — things I run my own sites and products on. Some of these links are affiliate links; I only add something here after I've used it myself.
Web Hosting · Affiliate Partner
The host running every site you're looking at
Fast, reliable, and simple enough that I never touch a support ticket. I moved every project here and haven't looked back.
Free SSL
24/7 support
1-click setup
Get Hostinger →
Affiliate link — if you sign up, I may earn a commission at no extra cost to you.
Quick Answers
A few things people ask
What do I do?
I work in growth, product and technology, with 21 years across marketing, analytics, experimentation, digital transformation and technology. I also build free resources and a paid product, Proofwork, that put my methods in other people's hands, and I write fiction.
What do I actually work on?
Growth, digital and product strategy, data and experimentation, operating models for teams, and applied AI and emerging technology. See "What I know best" above.
Can people get in touch?
Yes. LinkedIn is the fastest way to reach me; see the Contact section below. A short note on what you're working on is more useful than a formal introduction.
Have I written any books?
Yes: From Grave to Guardian, Silence in Room 307, and the forthcoming The World As It Seems. See the Books section above.
How does the business work connect to the books?
Different subjects, same instinct: noticing something true and not being able to leave it alone until it's built, said, or written down properly. Business and books are different parts of the same brain.
What is Proofwork?
Proofwork is a digital product I built and launched independently — a five-gate system for going solo (Idea, Offer, Price, Leads, Money), sold at proofwork.eddiegear.com. It's built independently, with the same instinct: don't move to the next step until the evidence says you can.
Contact
Get in touch.
LinkedIn is the fastest way to reach me. A short version of what you're working on is more useful than a formal introduction.