Data is design and design is product
Models read what you named and can generate the interface from it. The noun list is now the first design decision.
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Twenty years in product and design. I built platforms for over 20 million people a year and a single standard for wine data. The work was always the layer underneath, and what you can design on top of it once it is trustworthy.
Today that is Mindshare, my own company. I lead product and engineering for companies modernizing and putting AI to work, and I ship apps of my own.
Product and design are the part I care most about. Usually on a bike once the work ships.
Live now
ForktalesA private recipe network for friends. Scan a card, post a plate, fork a recipe.
A Better CamperA campsite finder for British Columbia, with watches for sites that open up.
Latest writing
Ten plates, one recipe
Forktales started as a recipe box for friends and became a feed of what they are up to. Eight things I did differently building it, from specs and token pricing to an animated hero and a game.
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Build trust first
The books that shaped how I lead, the five layers under all of them and why every fix starts with trust.
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Building a better camper
The abettercamper.com case study: a campsite finder for British Columbia, built data layer first, in about a hundred hours.
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Building my own coach
A local-LLM fitness tracker I built on Garmin data for the numbers I wanted: route rankings across years, cardiac drift and a coach I can talk to.
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The wine column that became a career
WineCollective started in 2009 from a wine column on R4NT and a reader question. It grew into BlackSquare and then Wine Folly. The full arc.
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