Every time I’m in an airport, one thing is usually true.
I’m either:
- meeting with a brand we work with, or
- meeting with a brand we want to work with
That’s just how the calendar looks when you’re building relationships, staying close to clients, and keeping momentum moving.
But what I’ve learned over time is this:
Travel time doesn’t have to be “dead time.”
It can be useful time — if you treat it properly.
Airport Waiting Time Is Perfect for Quick Audits
When you’re waiting for a flight, you usually have two options:
- scroll and kill time
- use the window to think clearly and spot improvements
I choose option two whenever possible.
Because airport time is one of the rare moments where you’re forced to pause.
No calls.
No meetings.
No distractions.
Just enough space to look at a website, a funnel, or a customer journey with fresh eyes.
That’s exactly what happened this week.
While waiting for my flight, I did a quick audit.
And then headed straight into a meeting with Valente.
Why “Quick Audits” Matter More Than People Think
A proper audit doesn’t always need weeks of work or a long report.
Sometimes the fastest wins come from reviewing the fundamentals:
- Is the customer journey clear?
- Are key pages doing their job?
- Is the offer obvious within five seconds?
- Are we building trust early enough?
- Is the site guiding decisions or creating friction?
When you review a store regularly, you stop relying on assumptions.
You start operating from reality.
And reality is where improvement lives.
Founders Don’t Need More Data — They Need More Clarity
Most brands already have analytics.
They already have dashboards.
They already have heatmaps, tracking, surveys, and reporting.
But growth often comes from something simpler:
Clarity.
Clarity on what to prioritise.
Clarity on what’s causing hesitation.
Clarity on what to improve first.
Quick audits help you cut through the noise and focus on what matters.
The Real Advantage Is Consistency
The brands that win long term aren’t the ones who do one big redesign every few years.
They’re the ones who improve every month.
Every quarter.
Every season.
They treat ecommerce like a system that needs constant attention.
Constant refinement.
Constant feedback loops.
Because every small improvement compounds.
And those compounding gains become the growth curve everyone wants.
Off to the Meeting
Now it’s time to take what I spotted in that quick audit and have the conversation that matters most:
What do we fix first?
What will move the needle fastest?
What can the team implement immediately?
That’s the work.
And that’s what makes ecommerce progress real.
Final Thought: Your Best Ideas Don’t Always Come from the Office
Not every improvement comes from a workshop.
Sometimes it comes from an airport chair, a quiet moment, and the discipline to look at your business through a sharper lens.
If you want to build something great, the habit is simple:
Audit constantly.
Improve consistently.
Don’t wait for the “perfect time.”
Because the perfect time rarely shows up.