THOUGHTS — ARTICLES, FOUNDER NOTES & BUSINESS LESSONS
THOUGHTS.
What I've learned building businesses — written down while it's still fresh. The fuck-ups especially.
★ LATEST ENTRY
MAY 2026
PRICING FOR PROFIT, NOT FOR EGO
Price for the business you need, not the customers you want to impress.
The Numbers — READ THE ENTRY →
AUG 2026What Went Wrong →JUL 2026What Went Wrong →JUL 2026What Went Wrong →JUN 2026What Went Wrong →JUN 2026What Went Wrong →
WHY LOCK & LEGEND HAD TO CHANGE
We didn't run out of customers. We ran out of a model that could survive its own success.
WHAT HAPPENS WHEN LABOUR COSTS GET OUT OF CONTROL
It never feels like a crisis while it's happening. Then the P&L lands.
THE REALITY OF OPENING A RESTAURANT
10% food, 90% operations — and you learn the 90% the hard way.
WHY GOOD IDEAS STILL FAIL
An idea is a multiplier, not an asset. Zero execution times a brilliant idea is still zero.
WHEN YOUR SYSTEMS BREAK
Every single point of failure needs a plan B a stressed human can execute at 7pm on a Saturday.