Hi, I'm Toby 👋

I help innovative tech companies make smarter product, AI and growth decisions.As Head of Product at hedgehog lab, I work with clients on product strategy, new propositions, AI-enabled transformation and the tricky decisions that sit between business ambition and actually making things happen.I’m interested in how technology changes what organisations should build, how teams should work, and where real value comes from when execution gets faster and cheaper.I used to be a professional music journalist until I realised I'd never pay the mortgage with free CDs and guestlist passes.I publish a weekly newsletter on product, AI, creativity, and innovation, and write longer-form articles and riffs on my blog.Check out my LinkedIn profile for work-related stuff, and Bluesky for short-form ramblings and shitposts.Feel free to get in touch – my DMs are always open.