For consumer product teams looking to sharpen concept direction so strong ideas survive the pressures of product development.
Built on real product experience.
Across more than a decade in product design, I’ve helped create over 500 products and contributed to more than 1 billion units delivered worldwide. That experience shaped a perspective focused on strengthening concepts early — and protecting what makes them compelling as development introduces tradeoffs, constraints, and pressure to simplify.
Rethinking in Action
How I’ve helped teams transform modest initial asks into more ambitious product directions and commercial successes.
An Impossible Connection
The ask
Create a line of toys that interact with one another.
What I added
A far more ambitious system: a collection where the toys not only connected with each other, but the full set transformed into a completely different build — while still delivering a strong standalone experience in every individual toy. Most people saw those requirements as too contradictory to attempt.
How I made it work
I approached it as a product architecture problem, using spatial geometry, creative molding techniques, and licensor reference to determine how the system could be split into parts that both aligned with the source material and worked as a cohesive build. Making the larger build function was only part of the challenge; the harder part was designing that system so each individual toy still felt like a win on its own.
Outcome
Performed at 200% of forecast and shaped future promotions for years to come.
Animation Without Electronics
The ask
Use simple light-pipe placed on a phone screen to create a basic flashing effect.
What I added
A far more immersive interaction: rather than only pulling light from the phone, we could use lenses and mirrors to project images and video — creating animation on a physical toy without adding electronics to the product itself.
How I made it work
I invented and developed the projection system, now patented across the globe, then helped align stakeholders around the richer interaction it made possible. To preserve the experience within budget, I also identified mechanical cost savings elsewhere so the product could retain core functionality while absorbing the added cost of the projection feature.
Outcome
$100M sales lift, 1M+ app downloads in the first month (a 6,000% increase over prior programs), and the foundation for a new connected-products division.
More of my work
For teams shaping ambitious products.
Rethinkery partners with design, innovation, and R&D teams that want strong outside input on concept direction, product development, and decisions that shape a product’s final form.
I’m most useful when a team has a direction, starter ideas, or an early concept on the table, and needs sharper critique, stronger alternatives, or a better path through development obstacles without losing what made the idea compelling in the first place.
The goal isn’t to simplify a strong idea too early. It’s to make it stronger — and protect what makes it work throughout the pressures of development.