Builder first. Researcher always.

Before the doctorate, before the frameworks, before the research papers, I spent years inside real businesses trying to solve real problems.

I've owned retail stores, led product teams, worked with startups, helped scale internal products, and spent a lot of time figuring out why good ideas fail once they collide with reality.

That experience shaped the kind of research I care about now.

My doctoral work focuses on AI awareness and the human side of AI adoption. I'm interested in why some businesses embrace AI strategically while others rush in blindly or avoid it altogether. Most importantly, I care about what this looks like for small and mid-sized businesses that don't have giant innovation budgets or dedicated AI teams.

I don't believe AI adoption starts with tools. I think it starts with awareness, judgment, and understanding.

This site is where I document that journey in public through research notes, experiments, frameworks, interviews, field observations, and lessons learned along the way.