How I think about building products

Ship fast, learn fast

The best way to test an idea is to build it. Real software teaches you more than a deck ever will. Get it in front of people, watch what happens, improve. AI makes this possible in weeks instead of months.

Strategy and build are the same thing

Most companies separate thinking from doing. The strategist writes a document. The designer interprets it. The developer interprets the design. By the time it ships, the original idea is unrecognisable. When one person owns the whole arc, the strategy informs the design, the design informs the build, and the product stays coherent.

Make it simple, make it work

Strip away everything that doesn’t serve the user. The best products feel obvious after you use them. Getting to obvious is the hard part.

Where this comes from

Twenty years of designing, building, and shipping products. Two companies founded and run. Years of work inside teams at H&M, Klarna, Swish, and others. Every principle here was learned the hard way, usually by getting it wrong first.

See it in practice

Read how I turn these principles into work:

• Services — the four phases I take every project through
• Cases — products and brands I’ve built for clients and for myself
• Thoughts — articles on design, product, AI, and startups
• About — my background and what I’m focused on now

Working on something? Tell me about it.