I’ll help you make better decisions.

Where decisions go wrong

In an early-stage company, most decisions land on one or two people. You rarely have the data to be sure, and waiting for it costs time you don’t have. Once you do decide, it’s hard to see what the decision did to the numbers.

Your early team is often waiting on you for answers, or reopening decisions you thought were settled.

Over time, that produces:

Bad decisions
The same decision again, without realising it
Good decisions so slowly they may as well be bad ones

Why doing good makes decisions harder

Most companies have one bottom line. If you’re mission-driven, you have two: impact, and the money that keeps the lights on. They often pull against each other, so most decisions are trade-offs, whether or not anyone names them. Revenue is hard enough to trace back to a decision. Impact can take years to show up, if it shows up at all.

Getting it wrong costs more than revenue. There’s rarely the runway to absorb a mistake, and when the money runs out, the impact stops too.

What I can do for you

I’ve built (from scratch) reporting pipelines and processes for founders who couldn’t see their core metrics. I can get you seeing your numbers daily, and arguing about what to do rather than which number is right.
I’ve run discovery that showed a brief to automate one workflow wasn’t the problem that needed solving. I can help you check you’re solving the right problem before you spend money on the wrong one.
I’ve designed frameworks to let companies run and track experiments at scale. I can help you find out which of your bets are working while there’s still runway to change course.
I’ve built agents for enterprise clients and language processing for under-resourced East African languages. I can help you figure out when the answer is AI (and when it’s not).
I’ve recruited, managed, and coached technical and non-technical staff. I can help you build your team’s capability, so eventually you won’t need me.

Hi, I’m Flo.

I’ve spent my career on complex systems: first in biology, with a PhD in mathematical biochemistry, then ten years as an early tech hire inside multiple mission-driven startups.

Along the way, I’ve watched leaders bring in data people (me!) before they know what question they’re asking and coaches to help them ‘think better’. I believe neither puts enough focus on the decision-making process itself.

I’m spiky and creative: I’ll tell you when I think you’re asking the wrong question, and help you find a better one.