Work I’ve Built, Owned, and Pressure-Tested
These projects span consumer brands, health, AI, and storytelling — unified by one thing: turning insight into action.
Lake Effect Co
Founder & Operator
I built and sold a Midwest-based consumer brand spanning e-commerce and brick-and-mortar retail.
I owned the full arc: product, pricing, inventory, merchandising, storytelling, customer experience, and day-to-day operations. Decisions weren’t theoretical — they showed up immediately in margin, demand, and whether people became repeat shoppers, fans, loyalists, etc.
Developed, managed, licensed and sold 4 registered trademarks (held 40+ first use marks.)
What the Water Taught Me — Poetry Collection
A poetry collection shaped by water — cold swims, grief, love, endurance, and the quiet intelligence of paying attention.
This work isn’t separate from my strategic thinking; it’s part of how I process complexity. Writing has always been a way for me to notice patterns, metabolize experience, and name what’s real beneath the surface. The same instincts that guide my work in business — restraint, clarity, and timing — live here too.
This book reflects how I learn: through immersion, repetition, and listening closely enough for something true to emerge.
Program Design, Coaching, Group Work
Leadership, Decision-Making, and Human Systems
Alongside my work in brand and business, I’ve designed and led dozens of transformational containers — working with individuals and groups across decision-making, self-trust, leadership, and personal systems.
This includes coaching intensives, Human Design trainings, immersive workshops, and experiential events — from multi-week programs to live sessions and in-person gatherings. The formats vary, but the work is consistent: helping people understand how they operate, make cleaner decisions, and move with more conviction.
I approach this work as systems design for humans — combining behavioral insight, pattern recognition, and embodied practice. I’m attentive to group dynamics, energy, pacing, and psychological safety, and I know how to guide people through complexity without forcing outcomes or losing rigor.
This experience informs everything else I do. It sharpens my judgment, strengthens my ability to hold ambiguity, and deepens my understanding of how real change actually happens — individually and collectively.
System Designer
Paradox Body is a psychophysiological system I designed to address a pattern I kept seeing: high-capacity people doing “everything right” and still feeling off.
It integrates biology, nervous system regulation, behavior change, and belief as something that has to function inside real lives. I built it iteratively, pressure-tested the ideas, discarded what didn’t work, and kept refining what did. It exists in multiple formats (document, interactive app) and includes sporadic 1:1 coaching to help women make sense of their wellness and path.
This work sharpened how I think about sustainability, habit formation, and why so many well-intentioned systems quietly fail.
This has inspired a larger app project, which is in development.
Signal Method
Decision Framework
Signal Method is a decision-making framework built around one question: what actually matters here?
It’s designed for moments where information is abundant but clarity isn’t — in business, leadership, and life. The focus isn’t insight for insight’s sake; it’s choosing, committing, and moving forward without unnecessary drama.
This work reflects how I think under uncertainty and how I help others cut through noise when stakes are real.
The Signal Method is part of my personal coaching and consulting, but I offer it as a Custom GPT here.
Custom GPT Solutions
AI Strategy & Build
I design and build custom GPT systems that support real decision-making — not content churn.
Use cases include leadership reflection, strategy clarification, operational thinking, and personal systems. These tools are built to extend judgment, not outsource it.
My focus with AI is practical: where it creates leverage, where it doesn’t, and how to integrate it without breaking trust or intuition.
I write weekly as a thinking practice — a place to sharpen pattern recognition, articulate what’s emerging, and make sense of complexity in real time.
I write weekly about clarity, momentum, self-trust, and how people make decisions when certainty isn’t available. The writing pulls from lived experience, business, wellness, and culture, and turns it into language that helps people orient themselves and move forward without forcing.
The work lives between reflection and action: close enough to lived experience to be honest, structured enough to be useful.