Go-to-market is the part most people underestimate. A category that doesn’t exist yet has no shelf, no search term, no comparison price and no reason to be trusted — so the work is inventing the demand alongside the product: the product demo that creates awe, the retailer willing to make a bet, the first 1,000 customers who adopt. I’ve done that for flying cameras, rolling droids, camera glasses and text-message checkout. The next one will be AI that becomes a member of your household.
I’ve put my name on a few viral product launches. Others achieved product-market fit, but market timing was not favorable. Some found an audience and no business model. And a few are just ideas I haven’t let go of.
project_Oddkin 2026 → project_Atlas 2025 → project_Warmup 2024 → project_Dutch 2025 → Spectacles 2016 → project_Kookie 2022 → Snapbots 2016 → Shopping App 2021 → Zero-party Data 2022 → Minishop 2021 → Text Shop 2019 → Petalfox 2018 → Pop-up 2016 → Shopping QR 2020 → BB-8 2015 → AR Drone 2010 → SPRK+ 2015 → ROLI 2015 → Ollie 2014 → Zik 2011 → Zikmu 2009 → Automotive 2009 →Same job, different companies: get a new category to market before anyone agrees it's a category. The titles changed — SVP, CMO, founder — the problem didn't. I've run go-to-market across robotics, AR/VR, gaming, voice and commerce, through retail channels and app stores, first spending other people's conviction and then my own. The second was harder and taught me more.
The collection of apps I’ve launched or had a hand in building have solidified their presence at the pinnacle of the iOS Store rankings — tallying up to a remarkable 143 weeks at the top of the app charts, consistently holding spots in “most downloaded” and “store picks.”
Browse the media library →Retail merchandising playbook — sales sheets, shelf talkers, and channel strategy across Apple, Disney, Best Buy, Brookstone, Nordstrom and more.
See the retail archive →