The Approach

Why "just automate it" usually fails

Here's what typically happens: A business hires a developer to "automate" something. The developer builds exactly what was requested. Everyone's frustrated six months later because the automation doesn't match how work actually gets done.

The problem isn't technical. It's anthropological. Teams develop their own language, shortcuts, and tribal knowledge. That "inefficient" process your consultant wants to eliminate? It exists for a reason.

I shadow your team before touching a single API. I watch the work happen. I ask annoying questions. I find out why the workaround became the standard. Then I build automations that work with your culture, not against it.

Observation over assumptions
I watch how your team actually works, not how the org chart says they should.

Cultural anthropology background
I notice the language patterns that reveal what people actually need.

25 years of context
I've seen tech trends come and go. I build for longevity, not hype cycles.