Hi, I’m David — the bloke who smiles at problems, fixes them anyway, and then writes a checklist so nobody has to suffer the same headache twice. I build tools and systems for WordPress 👨‍💻 and I’m the creator behind Advanced Subscriber Intelligence (ASI) — a project born from real-world needs, not a lab demo with perfect lighting.

Before I was writing code, I had a very different toolkit: earpiece, radio, and a protective mindset. I worked as a Close Protection Operative (yes, the “keep people safe” kind). 🛡️ It was high stakes, high focus, and oddly similar to engineering software that can’t fail when it matters most. You learn to think ahead, spot weak points, and keep calm when things go sideways. That mindset never left me.

Life has a way of throwing curveballs, and mine came with force — specifically, a 150lb 17th-century Turkish urn (yes, a flower pot) during one of those “extra jobs” we all take on without blinking. Flower pots weren’t on the risk assessment, but there we were… and of all the things that were going to retire me, I didn’t expect horticulture to take the chequered flag 🏁🌿

An accident left me with a broken neck and a hard reset I didn’t ask for. Recovery wasn’t a montage with uplifting music — it was slow, stubborn, and sometimes painful. But I kept a simple mantra: “Nothing worth having comes easy.” 💪

The thing about big setbacks is they make the smaller ones look… well, small. A server falling over? An API sulking? A cron job taking the day off? These aren’t disasters — they’re puzzles. And puzzles are solvable 🧩✅ The experience taught me to adapt, to simplify, and to keep my sense of humour firmly switched on. If I can rebuild a life, I can rebuild a queue. 🌱😄

While recovering, I picked up an old hobby: WordPress. I started tinkering, then customising, then fixing, then building. It grew from “let me help with that plugin” into “let me write one that actually does the job.” What began as rehab for the mind turned into a full career in email systems and high-volume newsletter tooling.

I fell in love with the craft: clear architecture, defensible decisions, and tools that respect both the user and the inbox. And because I came from the real world — where things must work when they’re needed most — I built ASI with the same philosophy: no fluff, no fuss, just outcomes. 🚀

• Data you can trust: clean exports, smart filters, and reports that make sense at a glance. 📊
• Compliance you won’t dread: List-Unsubscribe headers, abuse contacts, suppression hygiene — the plumbing that keeps you safe and deliverable. 📜
• Debug you’ll actually use: a built-in viewer where you flick a switch, reproduce a problem, and find the line that explains it. No SSH, no mystery. 🔎
• Performance that holds up: batching, streaming, and workflows that scale without flipping tables (or servers). ⚙️

The result is Advanced Subscriber Intelligence — built for real newsletter operators who want cleaner data, safer sending, and fewer surprises. ✅📬

I won’t pretend it’s been easy. Some days were rough. But my outlook stayed the same: “Life is not the Journey, The Journey is Life.” I smile every day because I get to build things that help people do their best work — and because perspective is everything.

Little problems don’t stop you; they change how you work. You automate. You log. You add a toggle that saves an hour. You replace guesswork with proof. You keep shipping. And you keep smiling. ✨

• Real-world first: I build features because someone needed them yesterday.
• Clarity over cleverness: simple, traceable, and debuggable beats fancy-but-fragile every time.
• Respect for the inbox: deliverability and compliance aren’t afterthoughts — they’re part of the design.
• Own your stack: fewer dependencies, more control. If it must run at 2 a.m., it should run without babysitting. 🌙✅

• Turning a WordPress hobby into a career that helps teams ship newsletters at scale — safely and sanely. ✅
• Building ASI so marketers, agencies, and publishers can send faster, report smarter, and sleep better. 🛌📬
• Keeping that CPO mindset alive in software: protect the mission, anticipate risk, and always provide a clear exit. 🛡️
• Holding onto humour through everything. If you can’t laugh, you’ll cry — and laughing gets better results. 😉

If you’re staring down your own “brick wall” — health, work, life — start with the only lever that’s always yours: your attitude.
As Amberley Snyder says,
“If I only get to make one decision a day, then let it be my attitude — and I better make it a good one.”
Choose brave. Choose curious. Choose kind. Then get practical: break the climb into switchbacks, one steady step at a time. Swap “why me?” for “what now?” 🧭

You can adapt. You can build new habits, new tools, and a new path. Carry your old strengths into a new chapter and let the rest go.
Ask for help when you need it, laugh when it gets absurd, and celebrate the tiny wins — momentum loves company.
It won’t be easy (nothing worth having ever is), but grit has a way of outlasting luck. Keep moving, keep smiling, and remember: the view changes long before you reach the summit. 💪⛰️

If you want email systems that are faster, cleaner, and easier to trust, you’re in the right place.
I make software with the same care I once put into protection work: no loose ends and no surprises ✅

Say hello, send a challenge, or just share a good emoji. I’m here for it. ✉️🤝

— David