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 👋
I've spent the last 18 years founding and building companies across private aviation, services, ecommerce and SaaS, some to six figures, some to seven.
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.
Most of what I write comes back to one thing I've been obsessed with for years: why people take action online.
CRO, behaviour, UX, measurement, experiments, and whatever the data decides to teach me that week.
Oh, and I write whilst the work is still raw. No theatrical bullshit; too much writing these days is polished backwards.
Just a dad and founder chewing glass, enjoying the process, and sharing his thoughts.
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