Everything on this site.

Start here

The main pages. The entry gate picks up your browser language; the full site is English.

• Home5 languages Founder coach and operating advisor — what I do, who it is for, and how to start. Available in English, Hebrew, Spanish, French and Japanese.
• The full siteOverview The long version: the operating method, the work, the record, and the way in.
• Book a callCalendly Thirty minutes. Tell me the problem and I will tell you whether I can help.

Talks

Conference and team decks, published in full — readable in the browser, sourced, and downloadable as PDF.

• All talksIndex Every deck, newest first.
• The Hard Parts of White-Label Ordering on AWS15 slides Technical lessons from Per Diem: the tenant key as the scaling strategy, at-least-once webhook delivery, read-after-write on Aurora, partition lifecycles, and the contracts that drift.
• Dark Patterns by an Engineer22 slides Seven deceptive-design cases with a number attached, the line between persuasion and deception on the same widget, and one rule you can enforce in code review.
• Marketing by an Engineer32 slides Twelve campaigns that moved real numbers, the four growth engines underneath them, and a table for picking the one motion your product can actually run.

Field guides

Playbooks I run with founders, written down so you can run them without me.

• All field guidesIndex The five guides, plus two downloadable PDFs.
• The Operating Review: My First 30 Days With Your StartupGuide The exact sequence I run when I join a company — as advisor, coach, or fractional CTO.
• The Road to Product-Market FitGuide What pull actually feels like, how to read a retention curve, and what to change when the product is not pulling.
• Pricing Without FearGuide Price is positioning. How to set it, structure it, and raise it — without losing the customers who matter.
• Proof That Sells: Case Studies, Testimonials, and NumbersGuide How to collect evidence while you work, ask for it at the right moment, and publish it so buyers believe it.
• Own Your Audience: The Founder's Guide to Compounding ChannelsGuide Rented reach versus owned reach, and the simplest system for building an audience that compounds while you sleep.
• Zero to First CustomerPDF Downloadable guide.
• After It WorksPDF Downloadable guide.

Writing

Essays on startups, engineering, and Main Street businesses.

• All writingIndex Every essay, newest first.
• I Emailed Startups Offering to Advise Them. They Should Have Said No.Essay The question that would have exposed me in four seconds, and the vesting schedule founders regret.
• AI in the Business: Automate 80% of the Work, Not the DemoEssay Most AI projects I get called into are demos wearing production clothes — impressive on stage, useless at 2am.
• Understanding Your ICP: Find Who Actually PaysEssay Every early product has two audiences: the people who applaud and the people who pay. They are almost never the same.
• Marketing That CompoundsEssay There are two kinds of marketing spend. One is rent — the day you stop paying, the traffic stops.
• Scaling Product: From First Paying Customers to Orders Every MorningEssay The moment the product stops being a thing you demo and starts being a thing people depend on.
• 5 Tips to Help You Land Your Next JobEssay What actually moves a job search, from someone who has been on both sides of the table.
• Learning from the Giants: Business Lessons from Starbucks, Costco, Amazon, and AWSEssay Four companies, four durable ideas you can apply at any size.
• Next.js 15.5: The CTO's Guide to Not Getting FiredEssay Why choosing the “boring” stack might be the most exciting decision you make this year.
• Stop Using ORMs in Node.js — They're Slowing You Down, Not HelpingEssay A decade of Node.js at scale, and what the abstraction actually costs.
• The Postgres Renaissance: Why We're Thinking Small with “Micro Tables”Essay From rigid normalisation to sprawling JSON and back again — and where the useful middle sits.
• I Built a Password Vault Because I Don't Want to Guess Where My Passwords LiveEssay Not every password manager is bad. The problem is worse than that.
• AI Didn't Kill the Designer. It Promoted Them.Essay The design question is no longer who makes the screens. It is who protects the product.
• Stop Worshipping Founders Who “Sold for $100M in a Year”Essay The dirty truth behind the LinkedIn celebrations and the $99 courses.
• The Marketplace Multiplier: How Small Startups Become Sales Engines for Tech GiantsEssay A Slack message that changed how I think about platform economics.
• The Day Restaurants Stopped Being Brands and Became InventoryEssay How digital marketplaces quietly turned brands into suppliers.
• Why Your Local Coffee Shop Can't Compete (And How That's Changing)Essay There is a war happening in the restaurant industry, and small businesses are losing it.
• Your Customers Are Ordering… Just Not From YouEssay Getting customers in the door is only half of it. Here is the other half.

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