About
My background is in the Shopify ecosystem — operations, marketing, frontend and private app development — and a lot of workflow automation. For the better part of four years I was running a store end-to-end. Not glamorous, but it taught me valuable lessons.
E-commerce has a tendency to reduce everything to what's measurable. Conversion rate, acquisition cost, retention curves. Those numbers matter — but they also risk tunnel vision. If the metrics become the map, it leaves a gap between what the numbers say and what's actually happening.
I draw heavily from two fields. Systems thinking, because most failures aren't caused by bad components — they're produced by the structure those components sit inside. And behavioural psychology, because most business problems are downstream of how people think and decide.
My interest in AI started the way most people's — it felt like magic — but as I learned more about how these systems actually work, that feeling gave way to something more useful: leverage. My questions shifted from "what can I automate?" to "how can this compound good thinking?"
Models can help do more than execute — they can pressure-test assumptions, surface blind spots, challenge a decision before it's made. Where implementations fail, it's almost never the model. It's often delegating judgement unknowingly in the wrong places. Navigating that boundary, knowing the right tools, and rigorous testing is where most of the work is.
This site is where I work in public. If any of it resonates, let's have a conversation.
