Choose what matters
Find the AI opportunity worth pursuing and define the decision it needs to unlock.
Product systems · AI · Prototyping
Move from AI
ambition toshared evidence.
I help product and technology leaders connect user value, business intent, and technical reality—then turn the right opportunity into something their teams can see, test, and build.
Original writing
All essaysBefore You Build an AI Product, Decide What It Needs to Prove
A working prototype should reduce a specific uncertainty—not simply demonstrate that AI can produce an impressive result.
Read the essayVisual explainers
View all 07See the system,
not just the terminology.
Interactive field guides for technologies that make more sense when their parts, signals, and decisions are visible.
How I work
From possibility to working product
I help teams make three decisions: where AI creates value, how the product should behave, and what it will take to build.
Make the idea tangible
Prototype the behavior so users and stakeholders can react to something real.
Build with confidence
Turn evidence into a coherent product system, technical direction, and practical build plan.
Experience grounded in building
Strategy informed by shipped work.
I'm a co-founder of Brancher.ai, used by more than 150,000 people, and Technical Innovation Director at Fresh Consulting.
Over 14 years, I've helped startups and enterprise teams explore emerging technologies, design digital products, build production systems, and move from uncertain ideas to practical outcomes.
I'm most useful when the opportunity is important, the path is unclear, and someone needs to connect business thinking with hands-on technical execution.
More about meOther publications · Fresh Consulting
View all01
The AI Prototype Trap: When a Working Demo Isn’t a Working Business Solution
02Why Most Enterprise AI Initiatives Stall Before They Start
03Why Spec-Driven Development Breaks Down in Real Projects
04Turning Your Codebase Into Stakeholder-Ready Documentation with AI
05Using Cursor as Your AI-Assisted IDE
- 01When building becomes cheap, deciding becomes the advantage
- 02From AI features to AI-native product systems
- 03Why product intent gets lost between strategy and execution
- 04Designing products for humans and agents
- 05Prototyping as a leadership and decision-making tool
- 06Governing AI without preventing innovation