A curator of
wisdom, — not just a practitioner.
I read 35+ books a year and collect lessons from thinkers across centuries — Seneca, Machiavelli, Rumelt — applying what's timeless to what's current.
My career didn't start in traditional strategy. It started in the chaotic trenches of early-stage startups where survival dictated our decisions. Over time, I realized that the companies that endure aren't the ones moving the fastest, but the ones moving with the most deliberate intent.
For the past seven years, I've consulted for a wide range of organizations, from Series A upstarts trying to find their footing to established enterprise monoliths struggling to reinvent themselves. In every engagement, my focus is the same: strip away the noise, identify the core lever, and apply overwhelming force to that single point.
Beyond the boardrooms and consulting frameworks, my true passion lies in synthesizing historical wisdom with modern business problems. I maintain a rigorous reading habit, believing firmly that most “unprecedented” modern problems have already been solved by someone in the past.
When I'm not writing or consulting, you can find me exploring the overlap between systems thinking, behavioral economics, and classic literature. I believe that a well-stocked mind is the greatest asset any strategist can possess.

Jared Goeller
Strategy Consultant & Writer
New Jersey
Manager, Analytics
The Connell Company
Leading reporting infrastructure and ERP initiatives for a large diversified privately-held real estate and equipment leasing company, driving data strategy across business operations.
Founder & Strategy Partner
Maximus Digital
Founded a consulting firm helping small to mid-sized businesses simplify operations, build scalable automations, and execute growth strategies using platforms like Airtable, Make, and Supabase.
Senior Options Manager
Toll Brothers
Architected an automated system in Airtable to track trade contracting, assign options to floor plans, and manage costs — driving year-over-year margin and revenue improvement. System adopted by Toll Brothers Corporate for estimated savings through lowered SG&A and error reduction.
Senior Manager, Cost
Toll Brothers
Built and distributed dashboard reports to senior management covering sales data, margins, and item performance insights — enabling SKU reduction, popular item leveraging, and cost optimization.
Cost Manager
Toll Brothers
Managed cost budgeting and pricing matrices across divisional operations, partnering with purchasing managers and trade partners to maintain accurate option costing for luxury residential communities.
No Bullsh*t Strategy: A Founder’s Guide to Gaining Competitive Advantage with a Strategy That Actually Works
by Alex M H Smith
123 highlights saved
Hannibal and Me: What History's Greatest Military Strategist Can Teach Us About Success and Failu re
by Andreas Kluth
106 highlights saved
The Last Lecture
by Randy Pausch and Jeffrey Zaslow
93 highlights saved
Same as Ever: A Guide to What Never Changes
by Morgan Housel
86 highlights saved
Extreme Ownership: How U.S. Navy SEALs Lead and Win
by Jocko Willink and Leif Babin
48 highlights saved
The Book of Five Rings (The Way of the Warrior Series) by Miyamoto Musashi
by Miyamoto Musashi
20 highlights saved
Yes to Life: In Spite of Everything
by Viktor E. Frankl and Daniel Goleman
20 highlights saved
Meditations: A New Translation (Modern Library)
by Marcus Aurelius
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“The essence of strategy is choosing what not to do. Without trade-offs, there would be no need for choice and thus no need for strategy.”Michael Porter