Built by someone who's shipped it before.
Crox was founded by Adam Field. Product leader, former commercial pilot, and builder. A decade spent shipping products in healthcare, legal tech, fintech, and insurance — industries where you can't afford to get it wrong.
I started Crox because I kept seeing the same thing.
Small businesses with real potential — smart teams, good products, growing fast — being left behind in the AI shift. Not because they didn't want to use AI, but because nobody was helping them do it properly. The big consultancies don't talk to companies with 20 people. The freelancers don't have the depth. And the AI hype machine makes it nearly impossible to tell what's real from what's noise.
I've spent my career in the gap between technology and decisions that matter. As a commercial pilot, I learned structured decision-making in environments where the stakes are life and death — that's where the DODAR framework comes from. In product leadership, I shipped AI in some of the most regulated industries there are. I've seen what works, what fails, and what gets people into trouble.
Crox exists to bring that experience to the businesses that need it most — the ones too small for a big consultancy and too ambitious to figure it out alone.
Head of Product — SideLight AI
Leading product for an AI company, shaping strategy and shipping features across the product lifecycle.
Babylon Health
Built AI products in healthcare at scale — one of the most regulated, highest-stakes environments in tech. Navigated compliance, clinical governance, and the reality of deploying AI where mistakes affect patients.
Ryanair
Former commercial pilot. This is where structured decision-making became instinct. Crew Resource Management, DODAR, high-pressure environments with zero margin for error. I bring this discipline to every engagement.
University of Cambridge
Foundation in rigorous thinking and structured analysis.
Regulated industry depth.
Healthcare, legal, fintech, insurance. I've shipped products in all of them. I know how compliance works in practice, not just in theory — and I know how to make AI work within those constraints.
Product thinking, not just technical delivery.
I don't just build things. I help you decide what to build, in what order, and why. That means asking the hard questions before writing any code.
The DODAR framework.
Diagnose, Options, Decide, Action, Review. Borrowed from the cockpit, applied to business. Every engagement starts with understanding the problem properly — not jumping to the first solution that feels right.
Plain speaking.
I explain things clearly. No jargon, no hand-waving, no hiding behind complexity. You'll always know what we're doing and why.
Based in London. Father to Oscar and Ottilie, married to Cressie, and regularly outwitted by Mango the dog. I write about AI, product strategy, and systems thinking on LinkedIn .
Let's work together.
If you're running a small business and want to get serious about AI — whether that's connecting it to your tools, building it into your product, or just figuring out where to start — I'd love to hear what you're working on.