Turn Your Expertise Into a Real Tech Product.

I have been on both sides of the table.

I spent fifteen years in data and analytics, building and operating software for enterprise buyers, the kind who send a 140-question security questionnaire before they will take a demo.

I have been the technical person who could not make the business see what was possible, and the client writing the cheque who could not make a technical team understand what mattered.

I have taken three products from concept to paying customers. SOC 2 and ISO 27001 included.

You are not stuck because you are not capable. You are stuck because the standard way of building software is tuned for the wrong thing, and three things are pointed the wrong way. Not one of them is you.

The people you hire are paid to make the build bigger. Most of the people you would hire to build your product make more money the longer it takes and the more complicated it gets. That is not a conspiracy. It is how the work is priced.

And you, reading a list of features you do not understand, have no way to tell necessary complexity from the kind that is just running up the meter.

The people who do the building are trained to chase a number that was never your number. Give a data scientist the choice between a ninety-nine percent solution that takes two years and might not work, and a ninety-five percent solution that ships in two days, and they will pick the ninety-nine every time. That is how they are trained.

You do not buy scores. You buy decisions. A score can keep improving long after the decision has stopped changing.

Almost everyone in the room believes that more is the same thing as better. A six thousand page book is more complete and more correct, and nobody can read it. The two hundred page book is less complete and worth more.

The version that ships and gets used and starts earning is the two hundred page version. That version is the target.

Twenty-eight chapters on the gap between your idea and a product that ships.

Turn Your Expertise Into a Real Tech Product is 288 pages on how to scope it right, hire and manage the build without being the builder, and ship something real. It is the whole method, not a teaser for a course.

It is written for the expert who has the idea, the industry and the network, and cannot get the thing built. Where a number in it is an example rather than a record, the page says so.

It is in four parts.

The fog, the real reason you are stuck, and why a product, and why you.

Before it, a few pages on what I sell, who the book is for, who I am, how I make my living and how the book was made, so there are no surprises about any of them.

The fifty, the thirty and the ten. What a build costs, and how to read a quote.

Get the idea right, scope the simple version, work with the right people, plan the fail, ship, test and pivot, and where AI changes things.

What it cost me, and how working with me would work if you want that. Chapter twenty seven is the ad, and it says so.

1. 1Read a quote.Software stops being a fog. You know the words, and you can tell a fair quote from one built to keep you paying.
2. 2Scope the simple version.What your first version should look like, and how to scope it so it ships.
3. 3Pick the right people.Who to work with, and the questions to ask a builder before you sign anything.
4. 4Plan the fail.The numbers that tell you to stop, written down before you are attached to the thing.
5. 5Ship.Ship, test and pivot, with an honest account of what AI changed for someone in your position and what it did not.

Sixty days to ask for the $5 back.

Reply to the receipt email any time in the next 60 days and the $5 comes back. No form, no reason. You keep the files.

Questions people ask first

Find out why your idea stalled.

Or don't. Close this tab and the idea stays where it is: in a folder that gets a little less true every year, or at eighty percent, forever almost done. The book is $5, and you have sixty days to ask for it back.