Designing how organizations decide and build.

I was a student at NYU when Enron collapsed, and I kept reading about billion-dollar enterprise software projects that failed, and the small businesses those systems left behind. In 2003 I founded XenLogic with my father to build something better: TOBI, a platform for project-focused businesses. We built it in my parents’ basement, with two close friends.

From 2007 to 2011 we built the systems behind global health programs, for the Bill & Melinda Gates Foundation, Bloomberg Philanthropies, the CDC Foundation, Mount Sinai and Emory University. I learned how every part of an organization works, and that the relationships matter as much as the software. How we built them

After XenLogic, I went to Tokyo for a graduate degree in human-computer interaction at Keio University. Design thinking and user-centered design changed how I approach every problem: start with people, then build. Growing up across the U.S., Switzerland and Japan had already taught me that the best ideas come from people who see things differently.

I led user experience at Worry Free Labs, worked as a user experience strategist at Rally Software, led the strategy, innovation and design practice at PointClear as an EVP, then ran strategy and user experience as an SVP at Investis Digital. The client work belonged to those firms. What I took with me was how strategy, design and delivery have to fit together for anything to ship and last.

From 2018 I ran Pivotal Labs in Atlanta as Managing Director. Pivotal was the practice behind lean, user-centered and test-driven product development: small balanced teams, pairing with the client’s people, shipping in small tested slices. It’s still how I think good software gets made, and some of the people I work with now, I met there.

In 2020 I co-founded GeniusRx, a pharmacy platform, as its Chief Product Officer. In 2023 I relaunched XenLogic, and through it I’ve been fractional CTO at PipCare, which builds AI care navigation for surgical patients, and a strategic advisor to Tekton Labs.

“Code used to be scarce. Now building is cheap, and the only scarce thing left is being right about what to build.”

That’s the work I started XenLogic for, so now I’m focusing it on exactly that: a strategy and design consultancy for the AI era. We help leadership teams decide what to change with AI, then build the first working version with them. I lead every engagement myself.