Maximum effort, marginal gains: There is a better way of working that gets things done, achieves better outcomes, and reduces waste.

Work on what matters

Whether it’s personal life or business: Noise, distractions, and unclear priorities cause you to lose sight of what’s important. If you work on the wrong challenges, all your hard work, effort, and budget spent will have a low impact.

But if you use the right lever, even a minimum of effort can yield more valuable outputs. This applies to mechanics, but also to complex design, product, and business challenges.

My experience working on complex projects made me a firm believer in Pareto’s 80/20 rule: If you set the right focus, 20% of your effort will yield 80% of the results, progress and value.

Give me a place to stand, and a lever long enough, and I will move the world.


To ensure that I contribute the biggest value to you and your business in the shortest amount of time, I will work closely with you to identify the problem spaces where solutions yield the highest impact. Then, I help you execute.

Laser-like Focus

To make real progress, focus is crucial. Dividing your attention between too many different, unrelated tasks will cause you to not make any progress at all.

While working with you, I will focus my attention entirely on you, your needs, and the challenges you want to solve. Because of this, I prefer working in intensive, time-boxed engagements. This allows me to focus on one client at a time, without other obligations distracting me.

When we begin our work together, we will define clear objectives and a realistic timeframe in which they can be reached. In this timeframe, I am working exclusively for you. And when it ends, I move on until you have a new challenge to work on.

Learn and iterate fast

When you are dealing with complex challenges and you have limited time, resources, and staff, it’s hard to decide on a starting point. Each approach has an opportunity cost and trade-offs, some of them still unknown.

It’s very easy to overthink yourself into decision paralysis, and this causes inertia, misalignment, and conflicts. And, even worse, it can lead to an unfocused middle-of-the-road approach, where you try to do too many things at once. At the same time, you have to start somewhere. So what should you do?

The best way to get started is to test each of your assumptions with experiments. Experiments don’t take a lot of time and effort to set up, but enable you to learn and get clarity quickly.

Instead of committing to an untested solution, I will help you break it up into product experiments that you can test with your target group. Each outcome of an experiment, whether it’s positive or negative, helps you to gain clarity and avoid a waste of time and resources.