I build things — and make them sell.
Fifteen years closing enterprise deals taught me how buyers actually move. So now I skip the middle step and build the software myself — the product, the engine, the go-to-market, all of it. Founder brain, closer's instinct.
The score for whether a deal is actually real.
Your CRM tracks what your reps did. That's not your deal.
The deal is whether the buyer actually moved this week — replied, looped in their boss, opened the doc, went quiet. Nudge reads the signals nobody logs and turns them into one honest number.
I founded Addvocate to build it, and I mean build — the AI engine, the funnel, the landing pages, the product. Took the first version from an empty repo to €100K ARR in nine weeks. Still my favourite kind of week: ship something Monday, watch a stranger pay for it Friday.
For fifteen years, I carried a bag.
Enterprise SaaS, individual contributor all the way up to VP, across Europe, the Middle East and North America. I didn't run revenue from a spreadsheet — I was in the deals. The sharpest chapter was Wonderflow, where I built the upmarket motion from nothing:
First multi-year deals with PMI, Michelin, Goodyear, Shiseido, Hill's and Purina. Then somewhere in there I got tired of pitching other people's roadmaps — so I went and built my own.
Things I believe, loudly.
Deals are decided between the meetings, not during them.
If it didn't ship, it didn't happen.
I'd rather build the thing than present the slide about the thing.
Speed is a feature. So is knowing when to shut up and listen.
The best salespeople are just honest, fast.
Most "impossible" is just "nobody tried it this week."
When I'm not shipping, I'm watching two people solve a problem with their fists.
A title fight and a hard deal aren't so different: the winner is usually the one who stayed calm and read the room better.
I'm a bit of a UFC nerd — not the highlight reel, the chess of it. Reading an opponent, baiting a mistake, adjusting between rounds, winning a fight three moves before it ends. My weekend plans have been rearranged around a main card more than once.
No pitch. Just find me.
If you're building something interesting, want to trade notes on AI and go-to-market, or just need someone to argue the judges got it wrong — my inbox is open.