I build physical products.
I’ve spent most of my career designing, manufacturing, positioning and selling products - and living with the consequences when decisions were right, and when they were wrong.
I don’t coach mindset.
I don’t sell motivation.
I help founders make fewer expensive decisions, by applying the same commercial judgement I’ve had to apply in my own businesses.
Why Mustard?
It’s slang. If something’s mustard, it’s got bite. It stands out. You notice it.
I named my brand after it because that was the whole idea - make things people actually notice, in a market full of things they don’t.
Twenty years on, it’s still the only thing I care about.(Apart from my wife, my kids and our dog Milo.)
Mustard is where most of my time goes.
It’s where products get tested in the real world - with buyers, customers, margins, logistics, and everything else that doesn’t show up in theory.
Over time, a pattern became hard to ignore. Most problems don’t come from a lack of effort, or a lack of ideas.
They come from not knowing which thing is actually holding you back, and spending money on the wrong one.
That’s usually when things get expensive.
Twenty years. Thousands of products.
Over the past twenty years I’ve launched thousands of physical products, across multiple categories and markets.
Through Mustard I’ve worked with independent retailers through to major international chains - building ranges that had to work commercially, not just look good.
That means pricing that survives retail maths.
Packaging that survives scale.
Decisions that hold up once real money is on the line.
That’s the judgement everything here is built on.
Retailers I actually work with
I work where decisions get expensive.
Alongside building Mustard, I work with founders at the point where decisions start getting expensive to undo.
I’m not interested in hustle culture or hype. I’m interested in judgement - informed by what actually happens when products hit shelves, margins tighten, and buyers say no.