About

I’m Joe.

I’ve spent around 18 years building websites, launching projects and helping businesses get noticed online. Those skills have allowed me to make a living independently for most of my adult life.

Today, I handle digital marketing for four of the UK’s leading festivals and continue to work with apps, venues, events and independent businesses.

Over the years I’ve managed hundreds of paid search and social campaigns, helped build websites, created brands and content, and advised companies on how to attract and convert the right people.

I’ve worked on projects for organisations including:

• Barclays
• Barclaycard
• BT
• ITV
• United Nations
• Ministry of Sound
• Crowdcube
• GroupM
• Latitude
• Traktion

I’m not reviewing products as a journalist or professional critic. I’m looking at them as someone who has spent years trying to make ideas understandable and get people to act on them.

More people can now build apps, websites and products using AI. The building part has become easier. Getting anyone to care is still difficult.

Kindling is where I look at things people have made and share what I think could make them clearer, more useful or easier to grow.

It isn’t an agency. It’s just a place where I review interesting things from the internet.

Made something? Send it over.