There's a £5 bottle of shampoo with googly eyes on it sitting in a Boots store on Pont Street, London. It was designed by one of Britain's most celebrated luxury accessories designers. And it sold out. We think about this a lot.

Most businesses don't have a growth problem. They have a prioritisation problem. They're doing some things well. They're ignoring others entirely. And the gap between where they are and where they could be isn't talent or budget — it's coverage. The channels, systems, and strategies that aren't being activated at all.

Something genuinely interesting happened to software development over the last two years. It got democratised.

Every few months, someone publishes a piece declaring that Shopify is losing ground. To WooCommerce, to headless commerce, to whatever the platform of the moment happens to be.