My work sits at the seam between product and analytics — the place where a team can see what users do but not yet understand why, or knows a number moved but not what moved it. Most teams are flying on instruments they’ve never calibrated, and I’d rather help fix the instrument than argue about the dashboard.

I build and measure growth systems for software companies, and I’ve spent most of the last decade doing it from Dakar — across Senegal, Côte d’Ivoire, and Mali, and increasingly with teams elsewhere on the continent who are building for the same conditions: intermittent connectivity, mobile-money rails, multilingual users, and markets where the cost of a wrong metric is measured in runway.

The work takes two shapes. Sometimes I embed with a product team for a season, stand up the instrumentation they’re missing, and leave them able to read their own signal. The rest is building — products of my own, and internal tooling for companies who need an analytics layer that fits how they actually operate rather than how a US-shaped playbook assumes they do.

The through-line, whether I’m advising or building, is the same conviction that runs through everything I write here. If you’re working on something where that matters, I’m glad to talk.