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Bailey Wildash

Approach

Understand it, scope it honestly, then build the smallest thing that works.

No methodology to buy into. Five steps that keep the technical and the commercial side of a problem in the same room.

  1. Understand the real problem

    Start with the outcome someone is accountable for, not the feature request that arrived with it.

    Requirements arrive already translated, usually more than once. A customer describes a symptom, an account manager writes it up as a feature, and it reaches engineering as a ticket. The first job is to work back to what someone is actually trying to achieve and who is on the hook for it. That often changes the scope before a line of code is written.

  2. Map the constraints

    Technical, commercial, contractual and organisational. Most of them are not written down anywhere.

    The interesting constraints are rarely technical. A contract renewal date, a security review, a team that is already committed for the quarter, a legacy system nobody wants to touch. These decide what is possible far more often than the architecture does, so they get mapped early rather than discovered late.

  3. Design the smallest credible solution

    The version that proves the thing and can be extended later. Not the version that looks impressive in a deck.

    Credible means two things: it handles the cases that will actually occur, and it can grow into the full version without being thrown away. The riskiest assumption gets tested first. Everything that can be deferred is deferred, and the deferred list is written down so it does not quietly become technical debt.

  4. Build, test or enable delivery

    Prototype it, ship it, or give your team what they need to ship it properly themselves.

    Depending on the engagement this means writing the prototype, reviewing the implementation, or producing the specification, playbook and reference material your team builds from. The aim is always that your people can run and extend it once the engagement ends.

  5. Measure and improve

    Agree what good looks like before the work starts, then check the result against it.

    Measures get set at the start, while it is still possible to be honest about them. Time to first successful integration, support load, deal cycle length, hours returned to the team. Then the result gets checked against them, including when the answer is that it did not move.

The shape of it

Where a piece of work actually travels

Requirements do not go straight from a customer to a shipped feature. They pass through several sets of hands, and pick up constraints at every one.

  1. Customer requirement

    What was asked for

  2. Discovery

    What is actually needed

    Commercial constraints

  3. Architecture

    How it will work

    APIs

  4. Product & engineering

    What can be built

    Data

  5. Implementation

    What ships

    AI & automation

  6. Business outcome

    What it was for

Work runs top to bottom. Data, APIs, AI and commercial constraints feed in along the way, which is usually where things come unstuck.

Operating principles

How the work gets done

  • Write it down

    A design that only exists in a conversation cannot be reviewed, priced or handed over. Most engagements produce a document someone else can pick up.

  • Prove the risky part first

    The part most likely to be wrong gets tested early, while changing course is still cheap.

  • Work with the team, not around it

    Outside help that creates a dependency has failed. The test is whether your people can run it afterwards.

  • Say when it is not worth doing

    Including when the honest answer is that you do not need outside help for this one.

  • No surprise scope

    Scope changes get raised and discussed. They do not get quietly absorbed and then invoiced.

  • Plain language

    If a recommendation cannot be explained to the person paying for it, it is not finished.

Getting started

What the first two weeks usually look like

A short call first, to work out whether this is the right kind of problem. If it is, the next step is normally a scoped discovery exercise: conversations with the people closest to the problem, a look at the systems involved, and a written summary of what is actually in the way.

That summary is useful on its own. It sets out the options, what each one costs, and which risks are worth carrying. Plenty of engagements stop there, because by that point the team knows what to do.

Where the work continues, it continues under one of the four engagement models below, with the scope and the measures agreed before it starts.

Advisory

Senior input on architecture, technical strategy, product direction or go-to-market, without owning delivery.

Regular sessions, design reviews and written recommendations.

Good for

  • Reviewing a proposed architecture before committing to it
  • A second opinion on build versus buy
  • Shaping technical strategy with a small leadership team

Project

A defined piece of work with a start, an end and an agreed output.

Scoped up front, priced as a project, delivered against a plan.

Good for

  • A technical discovery exercise or integration design
  • A prototype that answers one specific question
  • An implementation playbook or reference architecture

Fractional

Ongoing access to senior technical and commercial expertise without hiring for the role.

A set number of days each month on a rolling arrangement.

Good for

  • Teams that need the seniority but not the headcount
  • Covering solutions architecture across a growing customer base
  • Support through a move upmarket into enterprise deals

Embedded

Working inside your team for a defined period, with the same tools and the same standups.

Fixed period, agreed scope, working directly with your people.

Good for

  • A complex enterprise implementation with a real deadline
  • Standing up a new solutions or pre-sales function
  • Getting a stalled integration finished

Got something stuck?

Describe where it is stuck and you will get an honest read on what is blocking it and what it would take to move.