A decade of building — and learning what actually works.
I came up inside agencies, watching good money build the wrong things.
I spent years in the agency and services world — close to founders, close to the work, close enough to see where it went wrong. And it went wrong in the same place almost every time.
Not in the code. The teams could build. It went wrong earlier — in the decision about what to build. A scope too big to ship. AI bolted onto something that never needed it. By the time anyone noticed, the budget was half gone and the product still didn't work.
I kept seeing the same expensive mistake in different clothes. So I started paying attention to the part everyone else skipped — and then I started building the answer myself.
The thinking before the build matters more than the build.
That's the conviction the years gave me. The build isn't usually the hard part — deciding what it should do, where AI earns its place, and what to ship first, is. Get those right and an ordinary team ships something good. Get them wrong and the best engineers in the world just build the wrong thing faster.
So I stopped just advising on that — and started building companies and products around getting it right.
"I'd rather build the right thing slowly than the wrong thing fast. Most people learn that lesson the expensive way."
