For people figuring it out as they go
I’m Martin and I tend to end up working in places before there’s a map.
I helped launch Ireland’s first digital bank, back when nobody quite knew what digital banking was supposed to look like, including the people building it. Then I joined a fintech startup before fintech was a word anyone used in a sentence.
Then I moved to Dubai, which everyone said was a terrible idea.
The whole real estate market sold through agents. I spent four years selling directly to buyers online instead. It worked, which surprised me about as much as it surprised anyone else. Now I’m deep inside payments across the GCC, a region still making up the rules as it goes.
I didn’t know what I was doing in most of those rooms. Neither did anyone else. That turned out to be fine.
I’m not a founder. I’ve never raised a round. I’ve never sold a company. No TED talk planned.
Just a front-row seat to what works, what fails, and what people quietly get wrong when the standard playbook stops applying.
What uncharted is
Technology changes fast. People don’t. Most of the mess lives there.
I write about that mess. Straight talking takes on technology, marketing, and the strange human stuff that usually matters more than anyone wants to admit. Sometimes I look at the absurd side, because a lot of business deserves to be laughed at. No Fairytales.
Who this is for
People trying to bring complicated products to market. People working with technology their company hasn’t caught up with yet. People who have to figure it out before they’re ready.
If most of the advice you find feels like it was written for a different job, a different company, or a different decade, you’re in the right place
P.S. I help teams bring complex products to market, especially when the category doesn’t exist yet and trust has to come before anything else moves.
