What Are You Optimising For?
Whether it's AI, business strategy or everyday decisions, many disagreements are often surprisingly simple: people are trying to optimise for different things.
Matthew Davis
I'm an entrepreneur, software engineer, and musician from the United Kingdom. I specialise in building web applications and sites using Laravel, and macOS and iPhone applications using Swift.
By day, I'm Chief Technology Officer at Mumsnet, and by night (and weekends), I'm building ShowLab.
In my spare time I can be found playing in or musically directing theatre productions across the UK as well as recording and producing click tracks for touring theatre, bands and artists.
Recent Articles
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All the Gear and No Idea
I've spent far more time and effort buying camera gear than I have making videos. It turns out that buying better tools can feel an awful lot like making progress.
Recent Shows
Footloose
Five Towns Theatre
May 2026
Hadestown
Stoke Youth Musical Theatre Company
Apr 2026
The Spongebob Musical
Five Towns Theatre
Nov 2025