About

Built from running the business, not from a consulting playbook.

GOAS didn't start as a framework looking for a business to apply it to. It started the other way round — running marketing and commercial functions hands-on, and needing a way to explain, quickly and honestly, why some things were working and others only looked like they were.

James Moody

Founder, GOAS · LinkedIn

"AI helps pull and pattern-match the data. Every finding, every number, and every recommendation is personally reviewed and signed off. You're not getting a template — you're getting judgment, faster."

— James, on why this isn't an AI audit

20 years running commercial and marketing functions hands-on
Most recently MD of an 8-figure multi-site retail and ecommerce brand — DTC, wholesale, and physical retail across 10+ stores opened
Built for founder-led businesses where the founder is excellent at the product, not the systems around it
Every audit scoped to 2-4 real areas — never a generic checklist run across everything regardless of relevance

Where this comes from

Not a consulting career. An operating one — three roles, each one closer to the whole business.

Digital Marketing Lead

SodaStream

Where the marketing craft was built — running digital acquisition and campaigns for a global consumer brand.

Director of Online

Sealskinz

The remit widened — DTC ecommerce, brand, marketing, customer services, Amazon, international growth, and logistics all under one seat.

Managing Director

8-figure retail & ecommerce brand — current

The whole business — DTC ecommerce, wholesale, and physical retail across 10+ stores opened. This is where GOAS actually gets tested — every framework on this site has been run against a real P&L first, not designed in the abstract.

Where GOAS came from

Most reporting judges everything against one number, because one number is easy to put in a dashboard. Running a real P&L exposes how misleading that is fast — a campaign hitting its target while quietly cannibalising another channel, a cost that made sense at a different scale still being paid at the current one, a team structure built for a business that's since changed shape.

GOAS is the discipline that came out of fixing those things directly, not observing them from the outside: name the job first — Scale, Defend, Recover, or Learn — then judge against that, not against a blended average that quietly hides the truth. It's the same discipline whether the question is about a campaign, a hire, a subscription, or a new site.

Who this is, and isn't, for

Good fit

Founder-led businesses, roughly £2-15m revenue, growing on real product or brand strength, where commercial decisions are still made largely on instinct because there's no time to build the systems.

Not a fit

Businesses wanting an agency to run day-to-day execution across every channel, or looking for the cheapest possible audit rather than one that's personally reviewed. This is a diagnostic and prioritisation service, not a full-service agency.

Built from running the business, not from a consulting playbook.

Where this comes from

Where GOAS came from

Who this is, and isn't, for

See if there's an obvious mismatch worth investigating.