The thread through my work is simple: decisions should come from real usage. Data, conversations with users, and observing where people get stuck usually reveal the real problem faster than endless brainstorming or design polish.

I work with founders when things feel fuzzy. Activation is stalling, users are confused, or a new product needs a clear first version. Together, we map the problem, pick the metric that matters, and ship focused iterations until the product clicks for real people.