Product marketing that starts in the field, not the deck.
Twenty years across luxury hardware, plumbing fixtures, and outdoor power taught me one thing that holds in every category: the decision gets made long before the transaction. It happens at a counter, in a showroom, on a jobsite — in a conversation between a pro and a customer that no dashboard ever records.
Most product teams never go there. They work from syndicated data, retailer scorecards, and whatever sales reports back second-hand. Then they're surprised when a product tests well and sells badly.
Field-first product strategy is the opposite bet. Put product people in the field on purpose, alongside sales and brand. Treat what they bring back as proprietary data, not anecdote. Do it consistently and you stop guessing — you start building products the market asks for by name.
What makes this finally practical is AI. Fieldwork has always produced more signal than a team could process: notes, photos, transcripts, complaints, half-remembered conversations. That's exactly the unstructured mess that used to die in somebody's notebook. Now it compounds. I build the tooling that turns field intel into something a product org can actually run on, and I spend a lot of time showing non-technical leaders how to do the same. The teams that work this out first will define the next decade of product.
A full luxury collection launch, from positioning through channel rollout. Built the go-to-market across showroom, dealer, and design-trade audiences at once, which normally means three different stories and three different launch dates.
The largest collection launch in the company's history.
A smart lock integration pairing Level's invisible hardware with Baldwin's forged brass trim. Two companies, two engineering cultures, one product that had to feel like neither was compromised.
Shipped in nine months against an 18–24 month industry standard.
A new category built from first sketch to world premiere — modular architecture letting a designer specify a finish, a knurl, and a length independently instead of choosing from a fixed catalog.
Premiered at KBIS 2026 to architects, designers, and dealers.
A faucet collection aimed squarely at the showroom channel rather than the retail aisle — priced, finished, and merchandised for a salesperson standing next to a customer.
240% over projection. Best Product Launch in Company History.
The first all-glass faucet sold in the United States. A brand and a product built together from nothing, for a category that had no shelf for it yet.
Full lifecycle ownership of a product company — ideation, manufacturing partnerships, operations, sales, and brand. Carried the P&L and the quota at the same time, which changes how you think about every product decision afterward.
Acquired in 2024.
Keynotes, panels, workshops, and internal sessions for product and marketing teams. Most useful to organizations selling a considered product through a human channel.
Why field intel beats syndicated data in considered-purchase categories, and how to build a field program product people will actually run.
Practical adoption for non-technical teams: what to automate first, what never to automate, and how to turn unstructured field signal into a compounding asset.
Building desire in a category where the spec sheet doesn't sell — finish, weight, story, and the showroom conversation that closes it.
Speaking is me talking. Workshops are your team building — hands on keyboards, working on your actual brand and your actual bottleneck, leaving with a trained AI and a working agent rather than a set of notes.
Half or full day, on site or remote, eight to twenty-five people, no technical background required.