Dealing With The Craft
Every project starts with slowing down.
I listen to the people who make it,
the people who use it, and the market that shapes it.
I ask: What truly moves this forward?
Not just in design, but in business.
If it doesn’t serve the business, it won’t last.
If it doesn’t serve the user, it won’t grow.
Experimentation is a constant pulse,
not one sprint.
Dsign systems, not features,
so progress doesn’t depend on who’s in the room.
Leadership, for me, is about keeping three forces in balance:
Growth — space for people to get better at what they do.
Purpose — work that feels connected to something bigger.
Momentum — energy that lasts beyond the kickoff meeting.
I’m not interested in hype for hype.
We search for visions of utopia, but built on early steps of reason.
We light momentum that means something, not euphoria that fades in a week.
"The biggest challenge towards a productive society is requirements."
– Mr. Robert De Krieger, A good cook
At the time, I knew him only as “the good cook.” Later, I learned he’d been VP of Marketing at IBM Global. The line has stuck with me ever since. Ref: the day I met the Good cook on Medium
Execution, for me, is a living process.
I prototype early, test fast, measure what matters, and adapt.
The goal is never just to deliver, but to learn, refine, and make the next version better.