You have a concept. Let's make it sharp.
I turn a complex idea into a clear direction. Before any design or development begins.
You can see the idea. You just can't make it sharp yet.
The concept feels right, but you can't explain it in one line.
You don't know what to build first, or what to leave out.
Everyone has an opinion and you need a clear call.
You want to be sure of the direction before you spend on development.
This isn't a fixed package. It takes the shape your concept needs.
Before you build.
A focused stretch to get the concept clear before development starts.
Alongside development.
A thinking partner while the product takes shape, so the direction holds as the decisions pile up.
Whichever shape it takes, the work is the same. We talk it through, in sessions, and the thinking lands in documentation you and your team can use.
That's the work. Turning everything you could build into the one thing you should.
You leave with a direction, written down in the form your project needs.
Not notes from a nice conversation. Something your team and your tools can build from.
A clear direction
What to build, what to leave out, and why. Sharp enough to explain in one line and defend in the next.
A build order
What you build first, what waits, what you skip. So the money goes to the right thing, in the right order.
Requirements, written down
The direction captured as a requirements list, so whoever builds it knows exactly what to make.
An AI context doc
One document your tools can read, so you and your AI build from the same understanding of the product.
You don't need another yes.
You need someone who points at the weak spots before you spend money on them. So part of the work is arguing against your own idea: what could kill it, what you're assuming, where it falls apart. Not to talk you out of it. To make sure what you build can stand.
You're probably wondering
Can't I skip this and go straight to design?
If you already know exactly what to build and why, yes. Product Design is your step. If you don't, design just makes an unproven idea look finished. This is the cheaper place to get it right.
What if my product is already live?
Then you might want a UX review instead. That's where I go through a built product and find where the experience breaks down. Strategy & Concept is for before you build, or when you're rethinking what to build next.
How long does it take?
It depends on the shape. A Sprint is a focused week or two. A Partnership runs at a steady rhythm for as long as the thinking needs. We agree it up front.
Do we work in person or remote?
Both. Most of it happens in working sessions, in person when it helps, remote when that's easier. I'm based in Amsterdam.
Is this just talking, or do I get something concrete?
You get something concrete. The thinking lands in documentation you can build from: a direction, a build order, requirements, an AI context doc. Whatever your project needs.
What if my concept changes along the way?
Good. That's the point. The whole reason to do this before you build is so the concept can change while changing it is still cheap.
Do you design and build it too?
Design, yes. That's the next step, Product Design. Build, no. The build is done by developers, and I help you find the right one or bring in someone from my own network.
Got a concept worth getting right?
Tell me what you're building. We'll figure out the sharpest version of it together.
Get in touch