Who this is
The Third Way is a founder practice built around one idea: most founders don't need more information. They need contact with reality — sooner.
Not a programme. Not an accelerator. Not a coaching practice in the conventional sense.
A methodology. A set of tools and engagements built from real work with real founders in real situations. And a consistent move at the centre of all of it: find the question you should actually be answering, instead of the one you are.
The Three Principles
Know Yourself
Your capacity as a founder — your instincts, your blind spots, your relationship to uncertainty — is as much the business as the product is. The work starts here.
Know Your Business
Clarity about what you're building, who it's for, and how it creates value. Not aspirational. Grounded in what's actually true right now.
Know Your Way
The ability to make decisions under pressure, navigate competing signals, and move with intention rather than just motion.
Matt Hillier
Founder & Principal
I've spent over twenty years as a builder of businesses and developer of people — growing one from before its first million in revenue to over a hundred million, across more than a dozen countries.
But more than the scale, what I learned in that time is this: the founders and operators who move fastest aren't the ones with the best ideas. They're the ones who encounter reality soonest. Who find out what's actually true — about their customer, their model, their assumptions — before it costs them everything to find out the hard way.
That's what I bring to this work.
I'm not a coach in the conventional sense. I don't help you feel better about where you are. I help you see it more clearly — and then do something about it. I'll tell you what I actually think. I'll push back on the question you're asking if I think it's the wrong one. And I'll stay in the room with you until something real moves.
Singapore-based, working with founders locally and across Southeast Asia. Before TTW, I was a product and commercial operator — not an academic, not a framework merchant. Everything I bring to this work came from being in the room.
What the third way means
There's usually a dominant approach — the obvious move, the consensus view, the thing everyone's doing.
And there's the reaction to it — the contrarian position, the alternative that defines itself by what it's against.
The third way is neither.
It's the path that emerges when you stop trying to follow someone else's map and start building your own — grounded in what's actually true for you, your business, and the people you're trying to serve.
That's not a slogan. It's the work.
Start a conversation
If something's not moving and you want an honest look at what's actually happening — reach out. No pitch required.