I help design and build lean teams that outperform through applied AI.
I started my career in the most human kind of system—a family business. During the 2008 recession, I took what I knew about web development and SEO and helped turn a local building supply company into a national business.
That experience taught me something I've followed ever since: technology is most powerful when it helps people adapt, survive, and grow.
Over the next decade at Zappos, Walmart Labs, and Webflow, I worked across engineering, design, and business to build new teams from scratch. I learned how to see systems: how a workflow, a decision, or a small tool could change the trajectory of a team.
Build Your Website with AI—No Code Required
Learn to create and deploy professional websites using ChatGPT and Claude. Go from complete beginner to confident website builder.
Building AI Systems
In 2020, I joined a startup (and was later made a co-founder) that built three distinct products over five years: Murmur, Supermanage, and finally Plumb. We learned how to help teams make better decisions, manage themselves, and finally, automate their work with AI.
Along the way, I developed a conviction:
Small, well-designed teams can outperform massive ones when they have the right tools and clarity. AI, used well, is how they do it.
Today, my work focuses on applied AI systems—helping teams and organizations design architectures (both human and technical) that make high performance sustainable.
Whether I'm building new AI tools, advising on team structure, or leading engineering, my goal is the same: to make it easier for people to do their best work.
What I Focus On
Applied AI Systems
Designing workflows and architectures that extend what small teams can do.
Socio-Technical Design
Building systems of people and code that collaborate safely and observably.
Organizational Transformation
Helping teams adopt AI as leverage, not replacement.
Small teams with AI augmentation move quickly with minimal coordination overhead. Linear complexity, exponential output.
AI systems extend the reach of small teams beyond traditional limits. Build once, scale infinitely.
Small, well-designed teams can outperform massive ones when they have the right tools and clarity.
AI, used well, is how they do it.
The Creative Process
I've learned that the best work—whether technical or organizational—follows a simple loop:
- Notice friction in code, teams, or process that feels harder than it should.
- Assert a better way exists. Believe improvement is possible.
- Explore ideas through fast prototypes with curiosity and conviction.
This loop has driven every major shift in my career—from launching teams at Walmart to building AI systems at Plumb.
THERE MUST BE A BETTER WAY
NOTICE
Identify friction in code, teams, or process that feels harder than it should.
ASSERT
Believe a better way exists. Assert improvement is possible.
EXPLORE
Test ideas through fast prototypes with curiosity and conviction.
This loop has driven every major shift—from launching teams at Walmart to building AI systems at Plumb.
THE JOURNEY
A progression from builder to orchestrator to leader, always focused on systems that help teams thrive.
FAMILY BUSINESS
Turned a local building supply company into a national business during the recession using web development and SEO.
TEAM BUILDING ERA
Built new teams from scratch at Zappos, Walmart Labs, and Webflow. Learned to see systems and design workflows.
APPLIED AI SYSTEMS
Co-founded startup with 3 products: Murmur → Supermanage → Plumb. Built distributed AI workflow engine.
WHAT I BELIEVE
APPLIED AI AS LEVERAGE
AI isn't the work—it's how the work gets done better.
LEAN TEAMS, DEEP SYSTEMS
Small, focused groups outperform larger ones with the right architecture.
SOCIO-TECHNICAL DESIGN
The best systems design how humans and technology collaborate—safely, observably, and with intention.
BUILDER → ORCHESTRATOR → LEADER
I've evolved from building things to building the conditions for others to build.
Join The AI Curious
The best way to predict the future is to create it. The best way to create it? Stay curious. Curiously Chase is where I share honest lessons from building AI-powered tools, navigating messy product decisions, and turning workflows into leverage—one experiment at a time.