Twenty-eight years of shipping software, two startups of my own, and a stretch at a fund management software company in London where I watched a lot of B2B SaaS up close. The mistakes I haven’t personally made, I’ve had a coffee with someone who did.
The social CRM I built starting in 2016 is the main reservoir. Wrong audience, wrong pricing, wrong assumptions about how SaaS sales actually work. By the time I understood what I was building, two years had gone by. A lot of the book is me trying to compress that lesson so someone else doesn’t spend the same two years.
It’s not a memoir — there’s no story-of-me through-line. But the advice is grounded. If a chapter says “don’t do X,” assume I tried doing X and it didn’t go well.
