How I build
Seven principles.
I don't consider myself a designer who occasionally builds products.
I consider myself a product builder who happens to have started in design.
Artificial intelligence hasn't changed the fundamentals. It has simply accelerated what small, capable teams are able to accomplish.
Start With The Problem
Every product I've built started with a problem I could describe in one sentence.
Not a technology. Not a market. A problem, held by real people, with a cost attached to it.
Understanding people remains the greatest competitive advantage.
Workflows Before Features
Features are easy to add and hard to remove.
Workflows are the thing people actually live inside.
I design the sequence first, then decide what the software needs to do.
Removing friction creates value.
AI Is A New Computing Model
AI isn't a feature bolted onto existing software.
It changes how software is organized, what it can decide, and how much a small team can carry.
The companies that understand this early will define the next decade.
Build To Learn
I ship early versions to find out what I'm wrong about.
A prototype in someone's hands answers questions a roadmap never will.
Every failure reduces uncertainty.
Simplicity Is Difficult
Complex industries produce complex software by default.
Reducing that complexity takes more work than accommodating it.
Simplicity isn't minimalism. It's clarity.
Design Is Product Strategy
Design isn't decoration applied at the end.
It's where business intent, technical constraint, and human behaviour get resolved.
It's decision making.
Small Teams Will Build Extraordinary Companies
The cost of going from idea to working software has collapsed.
What's left is judgement, taste, and the willingness to keep shipping.
People solve problems.