I advise on where products and businesses should go and where they shouldn’t.
Right now I’m advising Grönloop, a Swedish circular-economy startup, on moving from a reporting tool toward an operational layer.
I also teach and shape curriculum on the product design programme at the Estonian Academy of Arts.
Currently building Jon and BTO, and doing an Executive MBA at Arden University, UK.
I’m most drawn to work around wellness, education, equality, kids, and deep-tech.
How can I help?
When the team splits
Your team disagrees about what to build, and the disagreement is really about what the product is for.
After it works
The product works, and nobody can say why someone would pay for it, or why they could not get it somewhere else.
Before the build
You are about to build something expensive and nobody has checked whether it is the right thing.
When there is nobody to build it
You know what needs to exist and there is no team to make it. What you need is a working version, not another document describing one.
Making things got cheap, but deciding what is worth making did not. I work at the point where it gets decided. Sometimes that is a position written down and the criteria behind it. Sometimes it is building the thing, because a working version settles an argument a document can only prolong. What stays behind is the reasoning, so the team keeps deciding after I leave.
If one of these is your situation, tell me which one.
Jon
A tool I’m currently building for deep learners like me, grounded in cognitive science research on how memory actually works.
The AI questions your explanation and evaluates it against your own source material. What you write becomes material of its own, and connects to Claude or GPT over MCP.
I believe we should leave this Earth as good as or better than we found it for future generations; my goal is to contribute to those ideals in whatever way I can. If you feel the same, I’d love to talk. Come say hi. 👋🏻
