I’m a Behavioural Growth Strategist, founder of Choice Decoded, working with B2B companies to improve conversion and revenue performance.

Over the past 14 years, we’ve worked across multinational environments and early-stage companies, advising more than 30 organisations across Europe and the US on how to turn user behaviour into measurable growth.

 

My work sits at the intersection of behavioural science and revenue systems. I’m the author of two books on consumer psychology applied to SaaS. We’ve developed multiple whitepapers exploring how decision-making impacts conversion and adoption.

Through this work, we developed the Triple-Sail Framework, a model designed to identify where growth breaks across acquisition and conversion, and how to fix it without adding unnecessary complexity.

 

​We don’t focus on adding more traffic or channels, but on fixing what happens after customers arrive, where most revenue is actually won or lost.​

 

Are your buyers actually converting, or just showing interest?