Hello, world (again)

Every product I’ve ever shipped started with the same question: who is this for, and why would they care?

So let me apply my own medicine. This site is for anyone who wants to follow my thinking on product leadership, AI in supply chains, and what it actually takes to build product organizations inside complex industries — and this first post is the “why.”

Why write

I’ve spent fifteen years at the intersection of physical operations and software: leading export teams at MSC, building predictive AI for Amazon’s delivery fleet, and now running product at Xeneta, where we’re bringing transparency to how the world buys freight.

Most of what I’ve learned didn’t come from books. It came from shipping things into industries that don’t forgive bad products — where an outage isn’t an inconvenience, it’s a vessel sitting at anchor. That perspective feels underrepresented in the product literature, which skews heavily toward consumer apps and dev tools.

What to expect

A few themes I keep coming back to:

• Product leadership in complex industries — how the playbook changes when your users are operators, not consumers.
• AI that earns its keep — agentic AI is remaking procurement workflows right now; I’ll write about what works and what’s demo-ware.
• Building product orgs — from first PM hire to a 40-person organization across three continents.
• Career notes — the non-obvious moves, including the ones that looked sideways at the time.

No posting schedule promises. Quality over cadence — the same bar I hold my teams to.

May the freight be with you.