Google X · YouTube · Google Maps · Agoda · ELECTROLUX
I spent 25 years building these systems and I still became that family.
That's not a parenting failure. It's a design problem. And I built Dam & Flow to do something about it.
I spent 25 years inside some of the world's most sophisticated digital systems. Google X. YouTube. Google Maps. Agoda. Electrolux. I know how they're built. I know the techniques used to capture attention, shape behaviour, and keep people coming back.
I helped build some of them. And I still became that family. The one I swore we'd never be — everyone at the table, nobody present.
That's the part I can't stop thinking about. Because if someone who understands the architecture — who has spent decades inside these platforms thinking about how people actually behave — can quietly lose the thread, then this isn't a parenting failure.
It's a design problem. And design problems have design solutions.
How I work
Research as wayfinding.
Wayfinding isn't about having a fixed map. It's about understanding the terrain well enough to move through it with confidence — knowing where the obstacles are, where the paths open up, and when to change course.
That's what good research does. It doesn't give you certainty. It gives you clarity — a clearer picture of what's really going on, what your options are, and where to start.
None of us are navigating this perfectly. That's not a personal failing — it's the predictable result of being handed enormously powerful tools with no training, no shared language, and no honest conversation about what they actually cost.
Getting lost was never the problem. Not knowing how to find your way back is.
I listen deeply, go below the surface, and translate complexity into something people can actually use. One step at a time.
The work
A shared map. Built together.
Nobody has the whole picture. That's exactly why we need each other.
For most of human history, raising children was a shared effort. Families, schools, and communities worked from a common understanding of what mattered. Nobody figured it out alone. Somewhere along the way, we lost that map. Technology didn't create the gap — but it moved into it fast, before most of us had time to think about what we actually wanted.
Now everyone is solving the same problem from different directions. Parents. Schools. Health professionals. Technologists. Each group sees part of the picture. Nobody sees the whole thing. That's the problem Dam & Flow exists to address.
Each group holds part of the answer. My role is to help connect them — through research, workshops, and honest conversation about what's actually happening, what's working, and where we go next.
Not because there's one right way forward. Because finding your way is easier when you're not doing it alone.
Where to start
A real conversation about what you're navigating.
No pitch. No agenda. Just a conversation about what's actually going on.
Whether you're a school leader, a parent, or someone who simply feels lost — I'd genuinely like to hear what you're working through.
I'm working with schools, families, practitioners, and technologists to build a clearer picture of what's happening and what actually helps. If you have something to contribute — experience, questions, or just a hunch that something isn't right — that's enough to start.