Brushline is that experiment, in the open. Each product is either a tool I needed to run the experiment, or a lesson I'd learned the hard way and finally got to build right.
I've spent decades building software across the whole stack. I've worked inside some of the largest names in e-commerce and online travel, and I've also been through the rapid-build startup grind where you ship or you die. Those two worlds teach opposite instincts, and the whole game is knowing when to reach for which: when to build for scale, and when to just build.
OneSquad came first, because before I could build a line of products on my own, I needed a way to build like a team. That's what it is — a coordinated squad of AI agents that produces production-level software, with me as the operator who stays in the loop at every step. It's both the first Brushline product and the engine the rest are built with. The experiment doesn't work without it.
I spent years leading data teams at large retail businesses, where I watched the same tension play out over and over: companies need to understand their customers, and customers deserve their privacy, and those two goods are almost always at odds. Most analytics tools resolve it by quietly choosing insight over privacy. HiVue is my answer — a privacy-first analytics platform that shows teams what users actually experience without reading a word of what they said. It's the tool I wish I'd had on the other side of that problem.
And My Best Friend's Log goes back to an opportunity my last startup missed around 2010. Mobile was clearly where things were going, but native apps needed specialized knowledge we didn't have at the time, so we let it pass. That gap stuck with me. It's the kind of thing the OneSquad approach is built to close — so this time I'm building the mobile product, an intelligent, owner-owned health record for a pet, instead of watching it go by.
Bloomly rounds out the line on the creative side — helping people write the long-form work only they can write, with the people, places, and moments of their story tracked automatically as they go. Different problem, same studio, same standard.
Every product here is built the way I'd want software built for me: it respects your data, it doesn't overreach on what it claims, and it earns its place by being useful every day rather than impressive once. That's the bar. It doesn't move — and so far, the experiment says it doesn't have to.