The Build Log
I'm building a company. Mostly I'm in my own way.
An honest changelog of building Nudge — the footguns and, occasionally, the wins. No growth hacks. No "10 lessons." Just a founder narrating it all at full volume, currently from the road to London Tech Week 2026.
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I'm Going to London Tech Week 2026 (Come Find Me)
After three confessions, my therapist suggested I write down something going well. I'll be at London Tech Week 2026 — in person, real trousers and everything. If you run a revenue team, let's grab a coffee.
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Some Things Actually Went Right (A Reluctant Brag)
The thesis held up, the product shipped, and one team lifted forecast accuracy 18 points in a quarter. Bragging is harder for me than confessing, but here's the good side of the ledger.
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I Renamed My Product Instead of Talking to a User
I opened a thesaurus, found a better word, and told everyone I'd "sharpened the positioning." Reader, I had not shipped anything.
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I Built Five Landing Pages So I Wouldn't Have to Launch One
Dark mode, light mode, a swipeable one, a colorful one. Five front doors to a house with no one inside. Bold of me to A/B test against an audience of zero.
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I Wrote a Founder Manifesto and Forgot to Sign It
A soaring 600-word declaration of everything I believe. It shipped signed "[ Founder name ]." Turns out conviction is harder to autofill than I'd hoped.
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A Competitor Existed, So I Built an AI SDR Over the Weekend
I saw a rival had a shiny feature. By Sunday night I had built an entire new product surface that absolutely no one had asked me for. Therapy is cheaper than this.