Proof

Judge the writing, not the pitch.

Every service on this page ends the same way: a piece of writing, published under a real person's name, read by people who know their field. That is the only place proof can live, and we are content to be judged there.

So rather than describe the work, here is some of it — a few pieces as they read on LinkedIn, in their authors' own voices.

The work

Read a few pieces.

Founder, payments infrastructure

Three of the last five payment companies I looked at had the same gap in the pack: they could tell me their take rate to the basis point, but not how much of their volume depended on a single integration partner.

Concentration risk hides in plumbing, not in the revenue table.

If one renegotiation can move your gross margin by a third, that number belongs on page one, not in an appendix. The founders who put it there are telling me they understand their own business better than the ones with the cleaner deck.

Written for a fintech founder, from their own deal notes — companies and figures changed.

Chief operating officer, freight and logistics

We moved our weekly planning meeting from Monday morning to Thursday afternoon and cut our expedited freight spend by roughly a fifth.

Nothing else changed. Same team, same customers, same lanes.

On Mondays we were planning around the weekend’s failures, so every decision was a correction. By Thursday we were planning the coming week while there was still time to book normal freight instead of paying for speed.

Most of what looks like an execution problem is a calendar problem.

Written for a logistics operator, from a month of meeting notes — numbers rounded, lanes changed.

Chief executive, industrial energy

Today’s grid announcement will be read as a subsidy story. The more useful number is buried in the annex: the connection queue.

Everyone building industrial capacity in Europe already knows the constraint is not capital, it is connection dates. Money now moves faster than electrons.

If the annex targets hold, the projects that win the next five years will not be the best funded ones. They will be the ones that filed early and got the boring paperwork right. We have organised our whole pipeline around that assumption.

Written the morning the news broke, for a climate-tech founder — drafted, reviewed and approved before lunch.

Partner, succession and private clients

I have spent twenty years telling clients that succession is a process. I spent most of one January learning it is also a feeling.

A founder I work with signed the papers in the autumn. The business was ready. He was not, and no part of our planning had asked whether he would be.

We now open every succession engagement with a question that has nothing to do with tax: what does Tuesday look like, afterwards. The plans got better the moment we did.

Written for an adviser who had never posted publicly — voice built from an interview and two memos, details changed.

The standard

“Would you publish it under your own name, with light edits, this week.”
The question every draft is held to

A draft that fails this question does not get argued for — it gets revised or set aside. An editor reads every piece before the client does, and a borderline draft is returned with a note rather than waved through.

More examples

Further pieces, shared on request.

The writing we produce belongs to the people who publish it, and much of it sits close to confidential work — so beyond the samples above, we decide case by case what to share. If you want to judge the work in the register you care about — short posts, long-form, or both — write to us and we will send recent pieces, anonymised where needed and always with permission.

Request examples Start