Sometimes the decision is outside of your control.
Data tells you what's true, it doesn't tell you who decides. Those are two different jobs, and confusing them is how hearts get broken.
Hey, I’m Tariq 👋
Over the last 18 years I’ve founded five companies, advised many others, and built businesses to six- and seven-figure annual revenue across private aviation, specialist services, e-commerce and SaaS.
Along the way I've collected a few wins, an impressive number of mistakes, and enough fuck-ups to know most things look much simpler in hindsight.
I write about building businesses, deploying AI, demand capture and conversion optimisation.
If you want something a little more raw, come hang out, read a few articles, learn new shit, laugh at me, build alongside me, watch me fail, watch me grow, but most importantly, have fun.
Far too much writing these days is polished backward with everything looking inevitable.
Want to read my writing from your inbox? No problem, sign up here👇
Featured
Sometimes your best customers barely use your product
Some of my best customers barely use the product. That sounds terrible until you realise they may be getting exactly what they paid for.
I analysed 50,000 empty legs and realised we were solving the wrong problem
Empty Leg Finder V2 is live. People are paying for it, the product works, and I’m currently working out
Latest
Aug 24
Sometimes the decision is outside of your control.
Data tells you what's true, it doesn't tell you who decides. Those are two different jobs, and confusing them is how hearts get broken.
2 min read
Aug 20
Sometimes your best customers barely use your product
Some of my best customers barely use the product. That sounds terrible until you realise they may be getting exactly what they paid for.
3 min read
Aug 08
I analysed 50,000 empty legs and realised we were solving the wrong problem
Empty Leg Finder V2 is live. People are paying for it, the product works, and I’m currently working out
9 min read
Jul 28
Why did I start this site?
I have forgone coming up with a fancy hook to draw you in. The temptation was there, but sometimes you
3 min read
Sep 13
Letting go of desires
Originally published September 2025. Part of the Archived Essays collection.
During my Sunday reflection, I revisited a quote from James
2 min read
Sep 10
When execution becomes cheap
Originally published September 2025. Part of the Archived Essays collection.
“Holy shit.”
Those were the first words out of my
4 min read