I build GTM systems that decide what deserves action.

Finding the signal is only the beginning. The harder problem is proving it's real, deciding whether it matters, and controlling what happens next.

I was an SDR before I built any of this. I sold into two different ICPs, worked accounts, built lists, researched companies, wrote outbound, and learned pretty quickly how much of selling depends on what happens before the rep ever picks up the phone.

Sometimes the targeting was right. Sometimes the data was incomplete, the timing was off, or an account looked better on paper than it did once you actually started digging. Being the person expected to act on that information made me curious about everything happening upstream. Who decided this account belonged here? What evidence did they use? What should happen when the answer is unclear?

That curiosity eventually turned into building the systems myself.

Now I work at Stryker, in operating rooms across three hospital campuses. It is a very different environment, but the lesson carries over. Technical systems have to work when people actually need them, and when something goes wrong, “mostly right” is not much comfort. That has shaped the way I build probably more than anything I have read.