My Next Project: Crouton Creations

I’ve built startups before. TechStars in 2007, two exits, scaling and leading a large team at Walmart Labs, and the first executive hire, leading engineering at a growth stage startup. Twenty years in, I’ve seen what works and what doesn’t.

Now the economics have changed. What took 10 engineers and 18 months now happens with a small team and AI in weeks. I’ve seen it firsthand. Tools that crank out code, prototypes, even market tests faster than ever. So why keep grinding the the old way? That’s where Crouton Creations comes in. It’s my next project, a lab where I blend startup grit with AI’s raw power to build new products.

After years of scaling teams and navigating bigger companies, this is about getting back to what I love: solving real problems, fast. No fluff, just shippable stuff.

Why Now, Why This

AI has changed the game. I started tinkering with it for my own headaches, like automating tedious tasks or building quick apps to scratch an itch. Long story short, it worked so well I thought: why not turn this into a deliberate experiment?

• Scratch my own itch first. Every idea starts with a problem I face. If I wouldn’t use it daily, it’s dead on arrival.
• Bootstrap by default. Profitability from day one keeps things lean. Control beats chaos every time.
• Small team, big speed. No meetings marathons. Just me and a couple sharp collaborators iterating in days.
• Embrace the fails. Some products will flop. That’s ok. Document it all, learn quick, pivot faster.

Ultimately, Crouton Creations is about playing to my strengths: building what works, without the pressure to scale at all costs. We’re shipping AI-powered tools – think productivity tools and utilities – that real people (starting with me) actually use.

This is my bet, but it’s not a risky one. I’ve seen what works when you strip away the theater and focus on real problems. I’ve built companies before. This time I’m just doing it faster and smarter, shipping AI-powered tools.

If you’re curious about what happens or want to help me figure out what bootstrapping a small, AI-native startup looks like, follow along. I’ll be sharing the wins, the mistakes, and the lessons learned along the way.