Product, AI, commerce & company building
Essays on startups, product judgment, emerging technology, AI, leadership, and the difficult work of turning ideas into useful products.
Founder of LemonStand, acquired by Mailchimp. Most recently CEO at Orbit Apps, building Shopify apps for commerce brands. Now in build mode: heads-down on what's next, and open to starting my next company or joining one already in motion. I write about AI, product judgment, commerce, design taste, and company-building.
01 Featured
It isn't that the models can't write. Sounding like you takes context no prompt carries. So I built Writers Room, and today it's open source.
A clever prompt can get you competent prose. It can't get you your voice, because your voice lives in context the model was never given: who you write for, what's true about you, and how you respond when a draft gets it wrong. Writers Room is my attempt to hold that context, and it now learns from my edits.
02 Notes
Short observations and half-formed thoughts, caught before they fade.
03 Proof of work
The companies I've built and the products I'm building now.
Founder & CEO · LemonStand
A hosted e-commerce platform for growing brands, built and led from founding through its acquisition by Mailchimp in 2019.
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 & CEO · Orbit
Commerce software built in and around the Shopify ecosystem. A return to focused, independent building after time inside scale.
Co-founder & Builder · Orbit
Software for outdoor-industry pro programs, treating the pro channel as a managed channel of trusted advocates rather than a discount leak.
Founder & Builder
A trail-running coaching app that turns training science into a plan you can actually follow, built solo for runners like me.
Creator
An open-source writing studio that runs inside Claude Code and learns to sound like you, including from the edits you make when it gets you wrong.
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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