I enjoy!BuildingDigital Products
- 1997
- building online since
- 4
- ventures founded
- 3
- passions
- 1
- vision
Twenty-five
years of
shipping
My first startup was in 1998, developing my first online store application. Next came an ecommerce stores platform in 2000, then an apparel flash-sales marketplace, and in 2016 a B2B marketplace platform for the food-service industry.
Different decades, same obsession: the friction that sits between supply and demand, and the software that removes it. Today that work looks like product strategy, marketplaces, MVPs and AI automation — but the questions have not changed.
The secret sauce, every single time, was the team.
culture
A multicultural team united by a shared vision, driven by love for our families and communities.
Communication
It is the strategy, not the side effect. Every product I have shipped succeeded or stalled on how clearly the team and the customer talked to each other.
Lots of coffee
Great products start with a conversation. Most of my best product decisions were made across a table, not inside a spreadsheet.
Balance
Business value on one side, user experience on the other. Lose the balance and you ship something nobody needs, beautifully.
Projects that
we love
inspire us
Food for thought
Three trends are shaping how custom business software gets built right now.
-
1Automation
Repetitive work is moving to software. The winning teams are automating the boring middle of their operation first, then letting AI take the edges.
-
2Customer
People move between web, mobile and messaging without thinking about it. A product now has to feel like one continuous conversation across all of them.
-
3Adoption
AI, machine learning and connected devices only pay off when real people adopt them. I care far more about adoption than about the stack.
What being an
air marshal
taught me
about business
2015Before startups, I was an air marshal for El Al. The job teaches you two things very quickly: stay calm when everything goes sideways, and always have a backup plan — preferably three.
Those instincts turned out to be startup skills. Whether it is a business crisis or a launch that slips, being alert, adaptable and hard to rattle is the whole game. At 30,000 feet or on a product deadline, you have to be ready for anything.
Read the article in Fast CompanyThe things
people ask
I am a product person and founder based in Manhattan, New York. I have been building online business applications since 1997 — starting with an online store in 1998, an ecommerce store platform in 2000, an apparel flash-sales marketplace, and a B2B food-service marketplace platform in 2016.
Product strategy and delivery. I help founders and leadership teams decide what to build, shape it into a digital product or marketplace, put an MVP in front of real users, and then scale what works. That includes AI development and AI automation where it genuinely reduces friction.
Custom business software, marketplaces that connect many buyers with many suppliers, ecommerce platforms, and internal tools that remove manual work. If it has real users, real money and real operational friction, it is my kind of problem.
With a conversation about the problem, not the feature list. From there I map the shortest path to something validated: understand the problem, reduce friction, keep it simple, validate early, build lean.
Manhattan, New York, working with distributed teams. Four years of researching remote work taught me that clarity and rhythm matter far more than location.