What I’m
working on.
Rope Digital case studies are published on ropedigital.co. This page is more about what I learn — the work I do inside my own businesses, whether it’s Rope or anything else.
What 'AI transformation' actually means for a business that doesn't ship software
Pillar — the AI-native agency thesis, applied to logistics, retail, manufacturing, hospitality and field services. Where the deployments actually pay back.
Why most founder GTM problems are actually distribution problems
Pillar — founder go-to-market is almost never a brand problem or a positioning problem. It's a distribution problem dressed up in marketing language.
The case for product-led SEO in 2026
If your search strategy still ends at "publish more content", you're already losing share to teams treating SEO as a product surface.
What an AI-native agency looks like in 2026 — and why your current agency isn't one
Pillar — the agency model is changing. Most agencies bolting AI onto a 2018 service menu are about to be eaten. Here's what a real AI-native shop actually looks like.
ICP is a verb, not a slide
The mistake most early teams make: writing the ICP, framing it, never touching it again. Here's the cadence that actually moves the funnel.
The agent stack I actually run my consulting on
Less theatre, more receipts. The exact tools, prompts and review loops behind the practice.
The operator's tax stack, demystified
Pensions, ISAs, EIS, dividends. What founders quietly use to keep more of what they make. UK-specific, no jargon.
What I look for as a scout (and what I ignore)
The signals that actually predict survival at pre-seed — and the ones every deck still leans on for no reason.
Two questions that make most strategy decks redundant
If you can't answer them in a sentence each, you don't have a strategy — you have a wishlist with bullet points.
How I run a GTM teardown in 90 minutes
The exact format, the questions, the artifacts the team leaves with. Steal it.
Topical authority, after AI overviews
Coverage still wins — but the unit of coverage changed. A practical framework for clustering in the answer era.
Equity is not money (yet)
How to size your cash position when 60% of your "net worth" is on a cap table that hasn't cleared a liquidity event.