I work on the part of the funnel everyone else stopped looking at.
Lifecycle, product growth and revenue systems. I find where customers get stuck after signup, and build the system that moves them forward.
Every customer walks the same line. Most leave in the dip.
- Lifecycle — signup to habit
- Product growth — activation & expansion
- Activation — first value, defined
- Retention — systems, not campaigns
- Revenue — every flow attributed
- Customer journey — mapped end to end
- Deliverability — domain auth & list hygiene
- Experimentation — hypothesis → measurement
- 01The system can be broken before the campaign is.
174,000 sends queued by a single entry condition. Every campaign report said they went out.
AI companion platform - 02Signals collected at signup, and none of them used.
Four collected. Four deployed in the product. None in the lifecycle — across two audits, four months apart.
Notion - 03You can’t prioritise a problem nobody has priced.
Six leak categories — deliverability, onboarding, re-engagement, segmentation, trigger logic, measurement — found and priced before anyone scopes the work.
The Perennus diagnostic
I don’t run campaigns. I open the account, find where it quietly loses the people it already paid to acquire, and build the system that keeps them.
Case studies
Lifecycle × Product growthFour systems and one product nobody hired me to look at. What the brief asked for, what the account actually said, and what I decided to build instead.
I spend an unreasonable amount of time inside other people’s products.
I work on the one layer that decides whether acquisition ever pays for itself — everything after someone signs up. I read the account first: find where the revenue is quietly leaving, then fix the boring parts nobody puts on a slide.
Customer.io, Klaviyo, HubSpot and GoHighLevel — from Lagos, with teams in the US, UK and across Africa. Two or three engagements at a time, each handed back with the SOPs to run it without me. I run this work commercially through Perennus. I’m also open to the right in-house role — the kind where the back half is someone’s actual job, not an afterthought.
Nobody asked for this work. It got noticed anyway.
“We could definitely do more with that data! It does personalize things in the app to make it more seamless to migrate from a specific provider. But you're right it should change the emails as well.”
“A chance LinkedIn post from Isaac Olukoya led to a genuinely insightful discussion on customer lifecycles, production adoption, and AI.”
I published the 54-page lifecycle autopsy. She reached out. We spoke, and she shared the research internally.
Her words describe the conversation, not the analysis. Notion has made no comment on the teardown’s conclusions.
Read the autopsyAnd from the people who did hire me.
“What impressed me most was the depth of his thinking around retention. Instead of jumping straight into tactics, he analysed our entire customer journey and connected that with lifecycle messaging in a way that made complete sense. His audit alone was worth the investment.”
Teardowns
IndependentSometimes I take products apart before anyone asks me to. Independent investigations of products I wasn’t hired to work on — what I noticed, how I checked it, and where the evidence stops.
Things I can’t stop thinking about.
LTV : CAC≠Cohort
truth
The number the board sees is an average. Averages hide the cohorts quietly draining cash.
- 01 Day-7 Activation Bridge
- 02 Consumption Velocity Sequence
- 03 Silent Churn Deflection