01 · For CEOs of $5M–$25M companies
The money is probably already there.
I help CEOs of $5M–$25M companies find hidden revenue using proven systems to identify where growth is leaking and cut costs that no longer earn their keep.
02 · Point of view
They have a visibility problem.
Revenue doesn’t disappear in one place. It goes a little at a time — in a discount that became the default price, a trial that converts less each quarter, onboarding that takes six weeks instead of two, a product bet that shipped and never got measured, a process that needs three people where it once needed one. None of these show up as a line on the P&L. They show up as flat.
Every CEO I work with already has a plan. What they don’t have is a clear view of where the money they already earn is going, and which of the leaks is worth stopping first.
Every engagement looks at the same four places: what you charge, who you’re for, how the work gets done, and what the market says about you.
The instinct is always to go get more. The money is usually already sitting in one of these four.
What you charge, and what you actually collect. The discount that quietly became your price; the floor set years ago and never revisited.
Who the company is for, and whether the business still agrees. Five leaders, five versions of the customer; a product one decision from the market already reaching for it.
How the work gets done, and who it depends on. The five-day job that should take an afternoon; the decision that waits three months.
What the market says about you when you’re not in the room. Growth that only moves while you’re paying for it. Demand you rent, not demand you own.
“We need more ad spend.”
“Traffic was fake. The reported return wasn’t real, and the store and the email flows were leaking the buyers already arriving.”
11.7× → 1.5×
reported vs. reconciled return on ad spend
The agency’s dashboard said 11.7×. Cross-referenced against Shopify, one “winning” campaign had made $918 on $600. You can’t fix what you’re mismeasuring.
0.97% → 2.73%
site conversion, same traffic
A $99 free-shipping threshold surprising buyers at checkout, a popup firing over the promo, and the abandoned-cart flow switched off. Three fittings that looked normal.
3× → 14×
return on ad spend, same budget, ads in-house
27,000 subscribers and no idea how old any of them were. Captured birth year, segmented by age cohort, and stopped sending a 37-year-old the 60-year-old’s offer.
Not a promise. What was sitting inside three companies this size once someone looked.
+181%
Site conversion, same traffic
77-year skincare brand · $20M · 90 days
5× → 14×
Return on ad spend, same budget
Same brand · ads brought in-house
5 days → 3 hrs
Ad production per campaign
$30M creative agency · no new headcount
The question is almost never “how do we grow.” It’s “where, specifically, did the growth we already paid for go.”
Effort used to be the filter that told you what mattered. AI removes it — and it’s easy to hand over the judgment that was your real value too.
The goal was never to have no problems. It’s to trade up to better ones. The same problem twice means you patched a symptom.
The people who seem to know what’s coming aren’t psychic. It’s four skills, and the hardest one isn’t the seeing.
The seat that got the company here isn’t always the one the next stage needs. Stay in it too long and the decision gets made for you.
The lenses I use to find leaking revenue, and the workbook for closing what they find. Free, no email.
Take the 5-minute Revenue Leak Diagnostic and see where growth may be getting stuck.
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I’ve spent my career inside the messy middle between strategy and execution — where companies usually lose money.
Twenty-plus years as an operator: VP of Platform & Engineering, eight-figure P&L owner, advisor to companies from seed stage to the Fortune 500. I’ve run the product team, the growth team, and the ops team — often in the same year — and I’ve watched the same handful of leaks open in each of them.
Technology · SaaS · Growth · Operations · Marketing · Product
More about how I work