Product Owner · Dublin
I translate between engineers and the business.
Product decisions. Data. Trade-off. After 20 years at the intersection of all three, I write about what actually works — not what looks good on a framework diagram.
+19.3%
gross profit via margin initiatives
+20%
booking funnel conversion through CRO
28
European websites migrated and improved
What I write about
Three lenses. One point of view.
Every post lives at the intersection of product decisions, data, and the humans who have to act on both.
Roadmaps, prioritisation, and the art of saying no clearly.
Real PO work from inside an agile engineering team. How decisions get made, what governance actually looks like, and why most prioritisation frameworks miss the point.
How I use AI as a PO — without the hype.
Day-to-day AI use in product work. Specific tools, specific tasks, honest assessments of what works and what doesn’t. Including running this blog with an AI agent.
Turning behavioural data into product decisions.
Matomo, GA4, experimentation, dataLayer. What the numbers are actually telling you, and how to turn that into something engineering will build.
Latest writing
Recent posts
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The 6.54am rule: when to tell senior management
Senior stakeholders do not need real-time updates on normal release turbulence. They need to know about unplanned impact. Those are different things, and confusing them…
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The one phrase that turns a brief into a negotiation
A fixed product requirement and an open design question look very similar on paper, until you are two days into a debate you did not…
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The Matomo Report I Check Before Every Feature Decision
Before I sign off on a feature going into sprint, I check one report. Not a dashboard overview. One specific view in Matomo that answers…
