hey, i'm fred. this is a personal website, which exists so people think i'm smart and tasteful.

feel free to have a gander.

i've wanted to work at a startup for as long as i can remember. probably because my mum put richard branson in front of me before business had become something people in suits talked about. it made the whole thing feel possible.

adora was where startups stopped being an idea and became a place i could see myself. seven months on their gtm team gave me a close-up view of the work behind a good company: figuring out what customers actually need, turning that into something people can understand, and building a process that makes the whole thing repeatable. it was the first time i saw that great operators aren't just good at having ideas—they're unusually clear thinkers who stay close to reality. that experience made the path feel less abstract, and a lot more like a craft i could learn.

now i'm trying to get properly good at the whole loop: finding a real problem, building something useful, selling it well, and getting it into the hands of more people. i'm interested in the details—what customers say when they think nobody's listening, where a sales process quietly breaks, and what makes someone want to use something, tell a friend about it, and come back.

eventually, i'd like to spend some time in sf, learn from people building at scale, and take a proper shot at something of my own. i don't know exactly what that thing is yet. i do know i want to be close to customers, close to the work, and responsible for making the whole thing happen. LinkedIn ->