I started HookedGrowth to help you cut through the noise and build sustainable growth engines. I do this through a fractional, no-nonsense approach focused on first principles, data-driven insights, and above all, execution!
I've spent over two decades in the trenches, from leading 0 to 1 product launches in startups (like legal tech, memberships, healthcare education, and agritech), to spearheading projects for global enterprises (like banking and investments).
I approach my work with a first-principled, values-driven, and execution-focused mindset.
Follow our proven growth framework for guaranteed results.
The marketing partner your business needs.
DevOps isn't a single person's job.
Growth hacking is the secret to viral success.
We make ideas people choose.
Our agency can deliver 10x growth in 6 months.
We help businesses earn their place in the world.
Outsource your engineering to save on cost and management overhead.
Just hire a VP of Sales to fix your revenue issues.
You will get experts at the top of their game. Outsource your marketing to us.
Product-led sales is the only secret sauce to success.
You can't scale without a sales system. Outsource your sales to us.
Top down hiring is the best way to grow your team.
A high-performing sales trailblazer is all you need.
Blah, Blah, Blah,
You've heard it all before.
So have I.
I've worked in the trenches for more than 18 years delivering projects and driving growth in startups, scaleups, and mid-to-large businesses.
What did I learn?
- Outsourcing kills innovation and quality
- Outsourcing core competencies for peace of mind and short-term savings sacrifices quality, innovation, and speed. Most agencies lack ownership and can't provide the focus or mission-driven alignment required to unlock rapid growth. It's not about replacing your team; it's about supplementing it. Growth requires unified teams driven by a shared mission — not fragmented efforts and misaligned incentives.
- Lack of 0 to 1 expertise
- 0 to 1 expertise is hard to find. Employees and agencies often lack the breadth of experiences and expertise including the ability to adapt, make tradeoffs, make every detail count yet limit the number of details, move at the speed of need yet execute flawlessly and without compromise, and possess the judgements to know what tradeoffs & [tech/design/product/operations] debt is good and what isn't.
- Conventional wisdom creates decision traps
- Common advice becomes conventional wisdom. Conventional wisdom is easily accessible and often used as a reference point. 'That's how it's done' is a growth killer. Experienced executives are the most skilled at delivering polished and persuasive responses that don't align with reality. Decision-making without humility and built on buzzwords and half-truths leads to wasteful spending. Real growth comes from making collaborative decisions with data-driven insights.
- Growth is not X or Y. It's X + Y + More.
- Growth isn't a siloed function. It's marketing, product, design, sales, engineering, finance, customer success, and beyond — all moving in loops, not funnels. Real growth thrives on data-driven insights, alignment, collaboration and breaking silos. Growth is a cross-functional team sport, not one role or estabilished within one function (e.g. marketing or sales).
- Top-down hiring almost always never works
- Early-stage startups often fall into the trap of hiring full-time C-suite leadership prematurely. It is more likely to drain resources than fuel growth. Focus on building your core team with doers who are more invested in your vision, understand your business and can contribute directly to execution. Early-stage success demands execution, not optics or bureaucratic titles.
- Brand marketing is useless (and expensive)
- Consumer startups and small businesses don't build brands—they earn them. Beware the ecosystem of consultants, influencers, agencies, and self-proclaimed 'brand gurus' who profit from non-ROI activities. Brand success (and brand equity!) comes from finding product-market fit and scaling value <-> customer traction, not vanity metrics or expensive branding exercises.
- Data-driven insights > Gut feelings
- Real growth is achieved by data-driven insights, not gut feelings. You can't optimise for what you can't measure. Start by measuring all your initiatives and make iterative decisions. Gut feelings only work for the very lucky few. Don't gamble. Start small, measure, and iterate.
- Distribution > Product development
- A phenomenal product without a plan for how it gets into customer's hands is a product destined to fail. Distribution strategy, including where to find users, what messaging they will respond to, how to get them onboard and how to keep them engaged, should be considered as or more important than the product or service itself. Product must align with distribution for success. Product development without building distribution is a waste of resources.
The Purpose 💪
HookedGrowth is committed to championing the bold founders, the small business experts, ambitious teams, and purpose driven leaders as they create a brighter future.
The Vision 🤞
To be the trusted partner in your growth, recognised for our deep understanding of product management, growth challenges, operations, marketing, sales, technical concepts, and a commercial acumen combined with a commitment to simplicity.
The Values 💙
- Intellectual-curiosity
- We are driven by a relentless need to understand the underlying principles, the cause-and-effect relationships, and the fundamental truths.
- Execution-biased
- We believe that ideas are valuable but they are inert without action. We prioritise execution over vague aspirations, shiny objects, and lengthy planning cycles.
- Self-motivated
- We are self-motivated and don't rely on external validation. We are driven by our own intrinsic desire to succeed. We are always looking for ways to improve and excel, and bring those learnings to our clients.
- Collaborative-decisions
- We believe the best way to make the right decisions is by actively seeking out and listening to diverse viewpoints from team members, stakeholders, and customers. 1 + 1 = 3.