Great productsare built bygreat teams.

I started in bands. Making posters, hustling for shows, selling tickets, building hype. Songs, and later albums, were the first products I ever shipped. It's where I learned to build, collaborate and sell… I never knew it would be useful in business.

Then Rangle.io, a JavaScript consultancy scaling fast. I was a designer who could code before that was a thing, and I got obsessed with the craft. The rules hadn't been written yet, so we wrote them on client work, one shipped product at a time.

Twice I've inherited a product built without talking to the people it was for. The fix was often research and repositioning more than it was redesign. Some succeeded and others failed, and the pattern was simple: lose contact with your customer and you lose your way.

Since 2023 the work has been AI. An experimental shopping experience for Nike, then a dozen GenAI products for Fortune 500 companies in banking, insurance and accounting. It felt like the early mobile days at Rangle again: the rules hadn't been written, the tools changed monthly, and the only way to learn was to experiment and play.

I've never stopped doing the work. When GenAI hit it felt like the iPhone moment all over again. I knew I had to go back to the keyboard and truly understand how it worked. I still run discovery, prototype in Claude Code and Cursor, and built this site. The signal gets weak with distance.