I think in systems. I design with taste. I build intelligent products.

I’m a mechanical engineer who never practised mechanical engineering. Instead, I spent over 18 years figuring out why most digital products fail — and it’s rarely the technology. It’s muddled thinking. Wrong abstractions. Misplaced incentives. Teams building the thing right instead of building the right thing.

A lot of that thinking was earned on founding teams and in advisor seats — not one startup, several. Founding product designer. Brand designer. Product manager. Consumer, health-tech, fintech, cross-border payments. I’ve shaped the first screens, named the brand, sharpened the story, picked the wedge, coached the team. The pattern I kept re-learning: taste arrives before the code does.

I’ve built products across healthcare, aviation, banking, government, pharma, manufacturing, retail, and insurance. The through-line: making complex systems feel simple. Seeing both the pixel and the system. Finding signal in high-ambiguity environments where most people see noise.

For a long time I lived in the pixel and the product brief — shaping someone else’s thing. Now, with AI as thinking and engineering partner, I finally get to push my own ideas end-to-end: from intent to shipped system, not just designed pixels. In public. Not the polished version — the honest one. I document what actually works, what fails, and what I’d do differently. The rare intersection of product thinking, design taste, and systems engineering — applied to a world where AI writes new rules for the old games we play.

Combobulating...| from Amsterdam.