What I build, what I learn, and what catches my attention.

I help experts turn ideas into working systems and products.

The people I work with bring years of experience in their field. I handle the technical and operational work behind the scenes, so they can focus on what they do best. That means understanding how the business runs and building something that fits the people who will use it.

01 / SELECTED WORK

A few things I’ve built.

01

Inventory & Ordering System

01 / FAMILY RESTAURANT BUSINESS

A system for the work behind the scenes: counting stock, checking invoices, and preparing orders.

02

Research & Publishing Platform

02 / STATE OF STREAMING

I worked with a streaming-industry publisher to turn his research and editorial process into a platform he could run himself. He brought the industry knowledge and editorial direction. I helped build the tools to research, write, and publish.

03

I built Clover’s website from the design team’s layouts and added a custom publishing system. The team can update pages, articles, images, and brand content themselves.

04

I partnered with outdoor advertising experts and truck operators to build a lead generation system that brought in deals with venture-backed tech startups, pharmaceutical companies, and Super Bowl campaigns.

05

AI Chief of Staff

05 / BLACKWATER

I built an AI chief of staff to help me run my work across businesses and projects. It sorts incoming requests, drafts replies, prepares decisions, and coordinates work with AI agents. I set the direction and approve what moves forward.

See all the work

02 / CUSTOM BUILDS

I build the tools your business is missing.

Too much work by hand. A website your team cannot update. An idea that never gets built. I work with you to fix the problem and get something useful into your team's hands.

Cut the repetitive work.

Bring research, reports, and routine tasks into one place, with fewer steps between finding information and using it.

Research feeds, publishing tools, internal dashboards.

Give your team control.

Let your team update the website, publish an article, or manage information without asking a developer every time.

Websites and tools your team can run themselves.

Get the idea working.

Turn the thing you keep talking about into a working version. Try it, tell me what needs to change, and we improve it together.

A new product, a customer tool, or a better way to work.

Start with a conversation.

Show me what you do today and where it gets stuck. You do not need a technical brief. We agree on what to build and a fixed price, then work through a version you can try.

You own the finished work, in your accounts, with instructions your team can use.

03 / SELECTED ARTICLES

A few things I’ve written.

Gatekeepers are a Cheat Code

What I Learned from 14 Days of Posting Memes

3 Stories About Consumer Psychology

Read all notes and articles

04 / THE VIDEO SYSTEM

Could I build a system for going viral?

I built an automated content system to turn business research into short videos. I chose the ideas and shaped the stories. The videos generated 25M+ views across TikTok, LinkedIn, Instagram, and YouTube over the course of a year.

TikTok views from the saved March 2026 export.

LETTERS FROM JOE

A few things on my mind.

A weekly selection of notes and articles.