I build things that didn’t exist.

What do I build? Easier to tell you how. I’ve built a payment instrument, a couple of marketplaces, an AI coach for a few million users, and a platform stitched from twenty-four others. Across industries, companies, and countries, I’ve built software when there wasn’t already a playbook.

I build what people trust.

Would you buy something you can’t touch? TRUST COMMERCE
Trust doesn’t scale. Proof does. TRUST SCALE
When being right is the wrong answer JUDGMENT DECISIONS

I build from the person.

The product for everybody is usually for nobody PRODUCT CUSTOMER
Your customer never read the brief CUSTOMER DISCOVERY
Find the tiny reason they’ll switch PRODUCT WEDGE

I build things that didn’t exist.

Your first version should make you nervous ZERO TO ONE RISK
What fifteen years of directing taught me about shipping THEATER PRODUCT
Kill the good idea. Keep the strange one. IDEAS INNOVATION

Craft

Field notes on pricing, structure, hiring, the reps.

Price right. PRICING JUDGMENT
The ABCs of building a product team TEAMS HIRING
The meeting that should have been a decision DECISIONS OPERATING
Ship it before you love it CRAFT SHIPPING