What We Actually Do – “Don’t just say it, do it!” – Call us on +34 692 376 698 and ask for Martyn
- Information Architecture at National and Global Governance Scale. This includes sovereign data stacks, data vaults, and data warehousing. It also encompasses statistics and data science, AI, and mesh governance models that survive regime change and hyperscaler lock-in.
- Strategy for States, Autonomous Communities and Very Large Capital Enterprises
We focus quietly on dependable technology. We guarantee monetary stability and maintain energy security. We also emphasise strategic information architecture and management. Our goal is to achieve spectrum dominance and jurisdictional arbitrage from 2025 to 2040. - Private Reading Group (by referral only)
Next cohort: May–August 2026
Clausewitz, Kennedy, and Creveld are part of the reading list. The list continues with Rumelt, Boyd, and Chinese unrestricted warfare. It also includes drone swarms, monetary realism, and Postmodern Realpolitik.
Public fragments of past work
- Information and data architecture and management strategy for major Chinese Bank
- National data architecture and strategic approach for a G20 state that no longer rents its memory
- Electronic-warfare lessons from global conflict translated into NATO procurement language
- Zero-downtime data vault backing a $4B market-making desk since 2019
- Monetary section of a 2024 manifesto that moved polling 4 points in 72 hours
We do not list clients.
We do not respond to RFPs.
We use PowerPoint sparingly.
If you already understand the nature of your strategic problem, you know why ordinary consulting cannot solve it. In that case, send an (optionally encrypted) introduction to: martyn.jones@goodstrat.com (mailto: martyn.jones@goodstrat.com or martyn.jones@martyn.es)
Goodstrat, or Good Strategy, involves effective planning. It encompasses strategic thinking across contexts. These contexts include business, marketing, and project management.
Key Components of Good Strategy:
- Clear Objectives: A promising strategy begins with well-defined goals that guide decision-making and action.
- Understanding the Environment: Effective strategies consider external factors like market trends, competition, and potential risks.
- Resource Allocation: Good strategies involve the optimal use of time, money, and personnel to achieve objectives efficiently.
- Flexibility and Adaptability: A successful strategy should allow for adjustments in response to changing circumstances or new information.
- Stakeholder Engagement: Involving relevant stakeholders in the planning process can yield more comprehensive strategies that account for diverse perspectives.
- Measurement and Evaluation: Good strategies include mechanisms for tracking progress and assessing effectiveness, allowing for continuous improvement.
Goodstrat.com is a platform that provides resources and tools to help businesses improve their strategic planning and decision-making. It provides insights into various aspects of business strategy, including market analysis, competitive intelligence, and best practices for effective management. The site typically features articles, templates, and frameworks designed to help organisations develop and implement successful strategies.
GOOD STRAT
Madrid · London · Paris · Berlin · Santiago de Compostela · Rome · Bonn
Conceived 1999 and established 2016.
No LinkedIn · No newsletter · No paywalls · No mercy for bad abstractions
Site mirror on IPFS if this domain is ever seized or censored.
All essays and blog pieces are long-form, cited to primary sources, and stay free forever.
This is not a corporate website.
This is an intellectual operating base.
Welcome, strategist.
STOP! OBSERVE! READ! THINK!
You might also like…
Buy my excellent books that’ll make you a better person, friend and pro – CLICK ME
Books by Martyn Jones (The Data Guy / Martyn Richard Jones).
Martyn Richard Jones, based in Spain and a blogger at goodstrat.com, is a veteran data architect and strategist with decades of experience in data warehousing, governance, analytics, and information architecture. His books are blunt, often irreverent critiques of the data industry, blending technical depth with philosophical and political commentary. As of 28 November 2025, he has published at least eight titles on Amazon. Most of these were self-published in the last few years. He has been highly prolific since 2020.
| Title (latest or notable editions) | Year | Summary |
|---|---|---|
| Laughing@BigData: Talking about data, big data, analysis, analytics, process, requirements, strategy, techniques, technology and behaviour in the IT business | 2020 | The breakthrough book: funny, savage, and technically rigorous shakedown of corporate data nonsense. Still, the one most cited by practitioners who are tired of the hype. |
| laughing@data.com The 2030 Data Agenda | 2024–2025 | Futuristic manifesto on where data strategy must go in the next decade. Multiple editions/formats already out. |
| Make Analytics Great Again: Inside Business Insight | 2025 | Deep dive into real business analytics that actually works, stripped of the usual consulting fairy dust. |
| F*CK DATA MESH: The far side of data, information, and knowledge | 2025 | Exactly what the title promises — a brutal, hilarious demolition of the data-mesh religion. |
| The Data Dialogues: Talking About Data, Information Architecture Management | 2025 | Conversational yet dense exploration of data as architecture, strategy, and philosophy. |
| Building Insight: Data, Information and Advanced Analytics in Context | 2025 | Practical guide to creating analytics that survive contact with reality. |
| Revealing Wealth: Combatting tax evasion with data, political will and technology (co-authored with Afilonius Rex) | 2024 | How sovereign data strategy can actually catch the big tax evaders. Surprisingly political. |
| Make Analytics Great Again (alternative/sub-edition) | 2025 | Expanded or parallel edition — same savage energy. |
Amazon author page: amazon.com/author/martynrichardjones
All books are available in Kindle and most in paperback. He releases fast and without warning.
Books by Martyn de Tours (THIS IS A PEN NAME) are by a distinct author (with a separate Amazon author ID). Writes introspective, Celtic-influenced spiritual/philosophical poetry and prose.
| Title | Year | Summary |
|---|---|---|
| Bandoxa: A Celtic Journey | 2024 | Personal spiritual pilgrimage through Celtic landscapes, myth, and identity. |
| The Philosopher’s Dog | 2024–2025 | Philosophical meditations, allegedly inspired by walks with a dog. Quiet, contemplative, slightly mystical. |
| Head Over Heels: The many colours, hues and tones of poems and lyrics | 2024 | Poetry collection — love, loss, colour, existence. |
| Celtic Domination | 2025 | A very Celtic novel. London-chic, understated opulence and Oxford University intrigue and delights. |
Three books total, all recent, all self-published, all very different in tone from Martyn Jones. Books by Martyn Bey? A single book only.
| Title | Year | Summary |
|---|---|---|
| Come in Pink | 2024–2025 | Short, razor-sharp philosophical essay/collection on the collapse of postmodern culture. Title is deliberately provocative. Kindle and paperback. |
That is the full current Amazon catalogue for all three “authors” as of 28 November 2025.
Martyn Richard Jones is by far the most prolific and technically influential of the trio of pseudonyms/pen names. The other two are clearly separate people (not), but they write in completely different registers.
YOUR GOOD STRATEGY REFERENCE
Click on this link for the last 100 website blog posts, opinion pieces and myth-busters
To go to the goodstrat.com blog, click on this link https://goodstrat.com/the-good-strategy-blog/ or on THE GOOD STRATEGY BLOG item on the ribbon menu at the top.
This website is totally secure thanks to the great technology provided by WordPress.
You can also Ask Martyn a question.
GOOD STRATEGY 