Caddie Live (opens in a new tab)
Live scoring and leaderboards for golf that is competitive without being professional.
Live
Simondoesit.
I make products on the internet. Some are mine, some are for other people, and I write down what I learn on the way.
The domain was available. I took that as a sign rather than as a warning.
Right now
Building Caddie Live, Society Caddie and Do This Next.
And spending a genuinely unreasonable amount of time working out how to get people to use any of them. Building the things turned out to be the part I was good at.
Last true in September 2026.
Things I've made
Four I work on most weeks.
All live, so you can go and poke at them rather than take my word for it. There is a fifth on the work page that I am honestly less sure about.
Society Caddie (opens in a new tab)
Everything a golf society organiser currently keeps in a spreadsheet and three WhatsApp groups.
In beta
Do This Next (opens in a new tab)
For technical founders who built the thing and then discovered that was the easy part.
Live
Adrift (opens in a new tab)
A message in a bottle. No tracking, no notifications, and no guarantee anyone ever finds it.
Waitlist
Writing
Notes from the middle of it.
Building products, adopting AI without the evangelism, trying to market things, occasionally golf. Written while it is still happening rather than tidied up afterwards.
- Draft
I built five products. Marketing is harder than building.
Shipping turned out to be the part I was good at. Everything after it has been a much longer education.
Building · Marketing
- Draft
What AI actually changes about product management
Less about which model is best this month, more about which parts of the job quietly stopped working the way they used to.
AI · Product
- Draft
Why I'm building Do This Next
A product that exists because I kept shipping things and then standing around wondering who was supposed to turn up.
Building · Product
Background
Twenty years of this, professionally.
I have been making digital things for a living for more than two decades, across agencies, in-house product teams and my own freelance work. Ecommerce platforms, creator tools, internal systems nobody outside the company will ever see, and a few interactive installations big enough that you could walk around inside them.
The thread through all of it is the same: take a complicated idea and turn it into something that works. Lately most of my attention goes on building my own products and on the more interesting half of the AI question, which is not what the models can do but what actually changes about how a product team researches, designs, ships and measures once they are in the room.
Along the way, work for and with
Spread Group · Netresearch · Engage Works · EY · P&G · Mercedes-Benz · Universal Music · Meta · Capgemini · British Land · Akamai · Twitter · Acer · London 2012 Olympics