Things that aren’t the thing. Things like timeliness, confidence, respect, a story, etc. Be specific.

  1. the sum of 10-15 years experience
  2. well written communication
  3. attention to detail
  4. depth of industry knowledge
  5. an eye for design
  6. left field thinking
  7. ideas and insights
  8. reliability and regular updates
  9. pragmatic solutions
  10. cheaper open source alternatives
  11. doughnuts *

* i dont actually deliver doughnuts


Does this project matter enough for the risk and the effort you’re putting into it?

If my life matters and my happiness matters, then this project to improve the way I work matters too.

For some individual projects I have worked on, the answer to this would be no. Although I try to deliver my best on every project I work on, sometimes the amount of time I put in was not reflected in the reward and not worth the attendant stress. In that scenario stress = risk.

How much work are you willing to do to get there? Be specific about the tradeoffs.

With the proviso that it does not adversely affect my health, I am willing to work longer hours and at weekends to get there.

Things I can do less to allow me to work more:

  • Sleeping
  • Watching Television
  • Reading articles and websites which do not help me reach my goal


Who do you want to change, and how do you want to change them? 

  • I want to change clients’ awareness of the technology available to them
  • I want to educate clients on the importance of Design and Usability
  • I want to transform a £500 client into a £5K – £15K client. If I help them grow their business, this is possible
  • I want to make people realise that they can;t have the next facebook for a few hundred pounds
  • I want to change the change the way the influencers in the WordPress and web development community view me and my work