meet the author

I’m not your typical “business guru.” I haven’t just read about the 90% of start ups that fail - I’ve been part of the statistics, more than once, and lived to tell the tale.

I’ve failed gloriously and succeeded stubbornly in equal measure. My career has been built in sales, start ups, and industries that chew people up for breakfast. I’ve been broke, broken, and brilliant - sometimes all at once. My career has taken me through sales, energy, tech, and start ups. I’ve been the rookie founder with nothing but a sketch of an idea, the hustling salesman chasing targets, and the dealmaker negotiating contracts worth millions. Along the way I’ve felt the adrenaline of pitching investors, the gut-punch of rejection, the loneliness of leadership, and the stubborn thrill of building something real from scratch.

I don’t deal in polished theory or motivational fluff. I write from scars. From panic attacks in the car park to the high of landing global partnerships, my career has been one long experiment in grit, failure, and survival. That mix of hard lessons and lived experience is what fuels Unfounded - a book built to strip away the start up p*rn and prepare you for the fight, the failures, and the fragile wins that actually matter. Today I’m a founder, sales director, and author with one mission: to cut through the bullsh*t and give young entrepreneurs the truth they need to survive, adapt, and build something real.