My background
Professional designer since 2014. I worked in Fintech, Travel, IoT, and AI, helping launch dozens of products and shape them beyond product design.
In small teams, titles don't mean much. So, I had to take more of a strategic approach, connecting product, business, and users.
I’ve also started three companies. Two of them failed, while I managed to sell the last one.
Why Strategy?
Working with startups and starting a couple of them by myself, I’ve seen the failure firsthand.
It's not because of a talent lacking, funding, or effort. It's because they failed to answer two critical questions:
Who do we make this for?
What do they need?
If you build for the wrong audience or chase the wrong problem, you will fail.
I've seen founders and teams burn months, or even years, building features with low adoption, pivot without direction, or assume demand instead of proving it.
I see strategy as a solution to these foundational problems. That's why I do this.
