THE CRUX

I help you create products and services customers love.
From insight to impact.Customer-obsessed product innovation. Powered by AI. Informed by decades at Amazon, Sony, Dell, and leading consultancies.

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In climbing, the crux is the hardest part of the route—get through it and you summit, misstep and you fall. In innovation, it's finding what customers truly need and turning that into something they'll love. Most teams miss this entirely, or lose focus on it during the climb. I help you get it right, from first insight to product launch.

My approach

I guide companies from insight to impact — combining AI with proven innovation frameworks like Amazon's Working Backwards methodology.Like an alpine guide on a technical climb, I help you and your team:Establish base camp — Build deeper customer understanding. We use AI to help surface relevant research, develop deep customer empathy, and clearly articulate the customer problem.Navigate the crux — Define the critical problem, invent the solution. AI helps your team explore a broad range of solutions, analyze alternatives, and understand the business impact at speeds previously unthinkable.Push to the summit — Refine the solution, test, and launch. With AI support, your team iteratively refines the solution and creates plans for testing key assumptions, building the product, and measuring success.What makes this different from traditional innovation consulting? Traditional consulting asks you to choose between rigor and speed. With AI handling the heavy lifting, your team focuses on substantive discussion and decision-making instead of sorting sticky notes. The result: customer-obsessed product innovation at the speed of business.

How we work together

Every engagement starts with a discovery conversation to understand where you are and what you're trying to achieve.From there, I tailor an approach — whether that's a half-day introduction to customer-obsessed innovation, a focused workshop on a specific challenge, or a complete engagement from insight through launch.And for companies seeking sustained transformation, I work with a handful of clients on annual retainer.

Schedule a discovery call to explore whether we're a good fit.

About

At Amazon, I was a founding member of the AWS Digital Innovation program, creating methods and AI-powered innovation tools used by product innovation teams on six continents.Before Amazon, I pioneered digital experiences at Sony and Dell and held leadership roles at PwC and Accenture — collaborating with executive teams across technology, energy, manufacturing, retail, media, financial services, healthcare, and space exploration.After guiding hundreds of innovation efforts, one truth stands out: most innovation fails because teams never find what customers truly need, or lose focus on it before launch.I help you find that critical insight, invent the right solution, and build the path to impact.

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Ready to create something your customers will love?Schedule a 30-minute discovery call to explore whether we're a good fit.