Why I Don't Niche Down (And Why That's a Strength)
The question comes up often: "What's your niche?"
In an industry that values specialisation, the assumption is that you should focus on one thing and build your reputation around it. But in my case, the opposite has been true.
I started my career as a web designer. From there, I moved into digital and product design, then into front-end development. I've worked as a technical lead and served as a technical director, managing teams and delivering full-scale digital solutions across a range of industries. Each of these roles required deep expertise—and I didn't skip steps. I built skills from the ground up, layer by layer.
Over time, though, I saw something bigger: that the true value I bring isn't limited to a single role. It's the ability to connect disciplines, to move fluidly between design, development, strategy, and execution. I'm not just a generalist by preference—I'm a generalist by evolution.
What That Means in Practice
I've worked across the full stack. I've built apps, architected systems, designed user journeys, led teams, managed clients, and delivered high-performance products. I'm equally comfortable writing production code, guiding AI development, or scoping out the best way to meet business goals. My approach is pragmatic: I prioritise what works, what scales, and what makes sense for the people using it.
When needed, I go deep. But I've learned that the most impactful solutions often come from seeing across layers—business, user experience, data, design, and engineering—and connecting the dots in ways that specialists can't always do alone.
Who I Work Best With
Clients and collaborators who value versatility, strategic thinking, and clean execution. People who need someone who can wear multiple hats without losing focus. I work well with early-stage startups, scaling teams, or organisations looking to build something unconventional.
If you're looking for a partner who brings a broad skill set, a strong sense of ownership, and a track record of delivering real outcomes—I'd be happy to talk.