A smiling man with a beard, wearing a light blue button-up shirt, sitting at a table with open books and drawing tools.

Hi, I’m Larry.

Twenty years. Advertising agencies, Fortune 500s, and startups. The question never changes: how does this system actually work, and what is it costing the people inside it?

I'm not a designer who reads the frameworks and applies them. I learned discovery, Jobs-to-be-Done, and experiment design from Marty Cagan and Jeff Patton directly, then spent three years proving them at $8B scale inside CarMax's appraisal business. Think Make Check. OKRs for product teams. Associate tools and customer tools built from behavioral targets, not assumptions. The playbook came from that lab. Every engagement since, LendingTree, goHappy, consulting with SingleStone, has been the same hypothesis in a new industry: slow down enough to map the real system, and you find the problem everyone else walked past.

One of the greatest values of design is killing bad ideas before they ship. That hasn't changed. What's changed is the stakes. AI doesn't fix bad systems thinking, it accelerates it. The designers who can map behavior, surface the real constraint, and build the right playbook are exactly who companies need right now.

That's the offer. Slow thinking for fast companies.

Seek complexity. Design the simplicity.

A young boy with blonde curly hair wearing a sleeveless striped shirt holding a small piglet outdoors.

When did your passion for design and product begin?

“I didn't know it was Design at the time. Building fences, watching how animals and plants behave, and learning to read systems before I had language for it. Drawing was how I processed it all. A way to think, not just to make. I draw every day. Have for as long as I can remember. At some point, someone told me that it was Design. The passion didn't start then. It was already there.”