Nearly two decades of learning what doesn't work
Datamistry wasn't built on a theory. It was built on a series of honest realisations — each one pointing to something the previous chapter couldn't solve.
Software can build the tool. It can't define the strategy.
Starting as a software engineer taught precision and craft. But code alone has a ceiling. The strategy — the why behind the tool — lives somewhere else.
Strategy has its own ceiling too.
Consulting taught how organisations think and how decisions get made. But sharp insights handed off to others is a limited model. The execution always gets complicated.
Analytics: value delivered here and now.
Data and analytics felt like the bridge — grounded in reality, not deferred to a future slide deck. But pure advisory is hard to scale. And hard to sustain.
Products scale. But they also give you a hammer.
The product mindset is seductive — and powerful. But when scalability becomes the primary goal, you stop solving the actual problem. Every challenge becomes a nail.
The POC-to-production problem revealed itself fully.
Co-founding Scalene — combining advisory with software for retail analytics — is where the real complexity surfaced. Domain logic wasn't the hard part. The engineering journey from prototype to production was. That gap turned out to be structural, not situational.
Datamistry. Still asking the right questions.
We don't have all the answers. But we know the question worth asking — and we're building the methods, tools and thinking to help companies navigate it. The journey continues.