I've spent 10+ years turning data into an unfair competitive advantage.

I'm Malcolm Angus, an analytics engineer and data product builder in San Francisco. I've done the work at every altitude: hands-on-keyboard pipelines, principal-level analytics at Atlassian, heading a data products practice, and now building agentic data systems at Retool.

Along the way I kept meeting the same gap. Companies collect data for years, call it a moat in the pitch deck, and never build the loop that would make it one. The engineering is rarely the hard part. The hard part is strategy: choosing the decision worth improving, instrumenting outcomes instead of events, and resisting the platform until it hurts.

That gap is what this site is about. I write essays on data products, moats, flywheels, and business strategy, and I advise companies working through those exact questions.

The ox? Angus. Family name, stubborn animal, pulls heavy things for a long time. It fits the thesis: compounding always looks slow before it looks inevitable.