I have spent my career moving upstream.
I started by making digital things. Over time, I became increasingly interested in the decisions that determine what should be made in the first place.
That progression took me from design and development into interaction, UX and product, then into strategy, organizational systems, creative technology and innovation.
What has remained constant
I am most useful when the problem is still ambiguous.
I tend to question the stated problem, trace it toward its root causes and make the complexity understandable enough for people from different disciplines to act together. Much of my work has involved connecting capabilities that normally operate separately and turning them into a coherent system.
Career evolution
Early web design and development
Professional work began with the commercial web, combining visual communication, interface design and the practical work of building for a new medium.
Communication became participatory
The work expanded through motion, digital advertising, interactive media, social platforms and mobile experiences.
Moving closer to the problem
User needs, research, scoping and durable product experiences became as important as the interface itself.
Building context around the work
UX and content strategy, SHERPA Blog, the startup ecosystem and multidisciplinary leadership broadened the view from individual products to the systems around them.
Making experimentation useful
The focus shifted toward internal capabilities, multidisciplinary experimentation and programs that connect emerging technology with real organizational priorities.
Leadership across technology and innovation
Creative Technology and Innovation leadership sits at the center, alongside selected applied AI and advisory work.
How I lead
Start with evidence and diagnose before prescribing.
Build a small, high-capability core team around a specific problem.
Bring specialists together without flattening their expertise.
Define explicit success criteria and make decisions visible.
Transfer successful capabilities into permanent teams.
Stay hands-on enough to understand feasibility while creating room for others to do their best work.
The earlier beginning
Computers entered my life in 1988, when an Amstrad CPC became the object through which I learned to explore systems, make things and follow curiosity without instructions. Professional digital work started in 1998.
Explore selected impact →