How I work

With 25 years of experience, I've learned that the most expensive mistake a company can make is building the wrong thing perfectly.

I see my role as a Product Architect: someone who uses design to de-risk the roadmap and ensure the business is solving a problem that actually matters.

My Philosophy in a Nutshell:

Design for the future, build for the present.

I build modular foundations that allow for massive scale, but I never lose sight of the fact that a startup's primary job is to ship value today.

1

25 Years of Pattern Recognition

I don't just design features; I look for the structural flaws and systemic trade-offs that automated tools or less-experienced eyes often miss. Having designed through every major tech cycle since the late 90s, I have a clear head for identifying which ideas are sustainable and which will lead to technical or design debt.

2

The 'Glue' Between Business & Build

I thrive in the Product Lead gap. My performance reviews consistently highlight my ability to act as the QB for day-to-day operations. I specialize in translating fragmented business goals into cohesive product logic — often stepping up to manage backlogs, squad rituals, and stakeholder diplomacy to keep the team moving at 2x velocity.

3

Efficiency as a Design Principle

I am relentless about protecting a team's time.

  • Async-First: I popularize video-led communication (Loom) and clear visual mapping (FigJam) to eliminate unnecessary meetings and ensure global teams stay aligned across time zones.
  • AI Multipliers: I use AI to supercharge research and handle the busy work of documentation, allowing me to focus 90% of my energy on high-stakes logic and discovery.

4

No Sacred Cows, No Jargon

I have a low tolerance for corporate jargon. I believe that if you can't explain a complex system in a simple diagram or a storyboard, you don't understand it well enough. I am happy to take feedback and have 'no sacred cows' when it comes to my own designs; I back myself with conviction, but I am always tethered to user data and business outcomes.