Writing on products, people, and knowing which notes make sense.
SEO became GEO became AEO. But every one of them focuses on optimizing digital content so AI systems notice you. There's a foundational layer missing: Product Engagement Optimization — the discipline of designing product experiences that generate the specific conversations you want people to have about your product.
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A CEO making physical products asked me: "We don't use AI. We make trendy water bottles. Why would we need an AI strategy?" Six months earlier, her competitor launched a nearly identical bottle. The difference wasn't the product. It was whether AI knew what problem it solved.
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AI is becoming the operating system for everyday life. It answers questions before we type them, rewrites our emails, organizes our medical data. And yet it still takes our words at face value, misses our context, and confuses usability with elegance. A human-centered design update for a world where the stakes have changed.
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The Reebok Pump and Swiffer both failed traditional concept testing before becoming multi-billion dollar platforms. Why stated preference research can't predict breakthrough products, and when to test behavior instead of asking about intentions.
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Millions of people now use ChatGPT and other AI tools as a first line of support for their mental health. But the systems they're turning to have no safety standards, no certification, and no accountability. This is the gap — and why it matters.
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Why single-turn safety tests are insufficient for mental health AI, and how multi-turn, anti-circumvention protocols address systematic vulnerabilities that most chatbots miss.
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Applying Swiffer's user journey insights to CPAP therapy business model design. How mapping every patient touchpoint and prioritizing compliance over equipment sales achieved 83% adherence vs. 50% industry average.
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Competing for Target's cart redesign, I mounted a digital camera in foam and filmed my family shopping. Cart Cam revealed the cart's real job wasn't transportation. It was representing Target's brand. Result: a design that's been in stores for 20 years.
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