Hi, I'm Toby 👋

I help leadership teams make smarter product, AI and growth decisions.I'm Head of Product at hedgehog lab where most of my work sits in the gap between what a business wants and what actually gets built. I've rebuilt our product function three times, most recently for AI-native ways of working. I also help organise ProductTank Newcastle.I'm interested in what changes when making things gets faster and cheaper: what organisations should build, how teams should work, and where the real value ends up.I used to be a music journalist, until I worked out that free CDs and guestlist passes won't pay the mortgage. The music never really left, though. I write The Punk PM, a (mostly) weekly newsletter that tells product and AI stories through the lens of music.If you want to talk about building AI-native product teams, I'm always up for it. You can find me on LinkedIn for work stuff and Bluesky for ramblings and shitposts.My DMs are always open.