I work in the space between what a founder thinks is necessary and what users actually need.
Fifteen years leading product strategy and UX. 36 launches at Tanooki Labs. Two SaaS products shipped end-to-end via SFC Labs using Claude Code. I bridge vision and reality, then make sure the right thing gets built.
Selected Products
SFC Labs · 2025–2026Two SaaS products designed and shipped end-to-end via SFC Labs using Claude Code. Each one started as a hypothesis about an underserved workflow and became a product in market.
The Creative Review
A focused review-and-approval tool for freelance designers and small agencies. One link per asset, pin-accurate feedback, approvals that actually mean something.
Read the caseThe Buildsheet
A subscription-based social platform for car enthusiasts. Full build threads, follow any project, private messaging with builders. No algorithm, no ads, no audience to perform for.
Read the caseSelected Work
2017 — Present
A founder’s certainty and a user’s reality are almost never the same thing. The work is the translation.
How I work
ApproachMost product problems aren’t engineering problems — they’re translation problems. A founder has a vision in their head; users have a reality in their hands. The job of product is to close the distance between the two without losing what made the vision worth pursuing.
That’s the work I’ve been doing for fifteen years, across 36 client products at Tanooki Labs, the original build of Workweek’s Professional Network Platform, and now two SaaS products through SFC Labs.
I call my current practice Determined Agency Design — a framework for letting AI-generated material live alongside user-guiding content without one cannibalizing the other.
Talk to users, every week.
The strategy deck is downstream of the conversation. If the calendar doesn’t have user time on it, the roadmap is a guess.
Sprint Zero before Sprint One.
Hypothesis-driven scoping before development. At Tanooki, this lifted revenue per client by 20% and engagement length by 100%+.
Prototype to think, not to ship.
AI tooling has made me a faster collaborator with engineering, not a replacement for it. A working prototype settles arguments a wireframe can’t.
Hire and clear the path.
The best designers, marketers, and engineers don’t need to be managed. They need to be unblocked. My job is to remove what’s in their way.
How we can work together
EngagementsProduct Strategy Consulting
Roadmaps, requirements, user flows, IA. Sprint Zero engagements for early-stage teams trying to figure out what to build before they build it.
InquireRapid Prototyping
Working prototypes built in days, not sprints. AI-assisted production for teams that need to test a hypothesis with users, pitch investors, or settle an internal debate before committing engineering time.
InquireBrand & Marketing
Brand voice, content governance, marketing site strategy. For products that have outgrown their original positioning and need to grow into something more.
InquireFrom the blog
Often Sometimes Briefly
Welcome to Often Sometimes Briefly
A short note on what this blog is for, and what to expect from it.
The Power of B2B Branding
There’s a persistent misconception in marketing: brand doesn’t matter as much in B2B.
Engineering Is Not Marketing
I saw something today that reminded me of a myth that just refuses to die:
Let’s talk.
Working on something where the founder’s vision and the users’ reality haven’t found each other yet? That’s the work I want to do.
Book a 30-min intro