Fifteen years building products at Apple, Visa, DoorDash, and CloudKitchens. Most of that time spent in the same place: the gap between what a founder says the product is and what the system actually enforces.

I started South of One because that gap is where every interesting problem lives — and almost nobody wants to stay there long enough to close it.

I work with founders before the roadmap exists. Before the design system. Usually before the first real hire. The stage where every decision is load-bearing and most of them are invisible.

I work directly with founders and engineering. I don't spec things for someone else to interpret. I design the system logic, the state behavior, the rules the product runs on — then I make sure the interface tells the truth about all of it.

What I ship isn't screens. It's constraints: the structural decisions that keep the product honest after I leave and the team changes and the pressure mounts.

I'm not available in a general sense. I take on early-stage product work where the problem is structural — where the system doesn't yet know what it is, or where it's quietly breaking under the weight of what it promised.

If you're building something and the system isn't holding, say hello.