Essays & notes on product, AI, commerce & building
I build software companies and write about what I learn at the edges — where product judgment, AI, commerce, and the outdoor world overlap.
Founder of LemonStand, acquired by Mailchimp. CEO at Orbit Apps, building Shopify apps used by commerce brands. I write about AI, product judgment, commerce, design taste, and company-building.
01 Featured
The cost of building collapsed. The cost of deciding what to build did not.
As models absorb more of the labor of building, the binding constraint moves upstream — to taste, sequencing, and the judgment of what deserves to exist.
02 Notes
Short observations and half-formed thoughts — caught before they fade.
03 Proof of work
Companies built, products shipped, and experiments still running.
Founder & CEO · LemonStand
A hosted e-commerce platform for growing brands — built and led from founding through the team's transition into a larger commerce organization.
Product · Mailchimp
Product work on commerce tooling inside a large marketing platform — building for merchants at a scale and surface area an independent startup rarely sees.
Founder · Orbit
Commerce software built in and around the Shopify ecosystem — a return to focused, independent building after time inside scale.
Builder
An exploration into software for outdoor-industry pro programs — treating the pro channel as a managed CRM of trusted advocates rather than a discount leak.
About
I build software companies and write about what I learn at the edges — where product judgment, AI, commerce, and the outdoor world overlap.
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