About Me


  • I’m co-founder and CTO at Goodbill. It’s the most important company I’ve ever been a part of. Come join us!
  • I live outside Detroit, MI with my wife and three kids. We try to spend time each year in the Yellowstone region.
  • Previously, I co-founded Undefined, a startup studio focused on health and wellness. Before that, I started, built, sold, and grew software companies.
  • I went to college at the University of Chicago.
  • I've written a manual on how to work with me. Check it out to learn about my values and my style.


The concise version of the most important professional and personal events of my life, thus far.

Fall, 2021

Began working on Goodbill. Knew it was too important to not do ourselves.

July 29, 2021

Child #3 born.

October 3, 2019

Child #2 born.

Summer, 2018

Co-founded Assembler Labs (now Undefined) with Patrick Haig as Michigan's first startup studio. Our mission is to validate, create, and invest in world-class, venture-scale businesses, focused on the health and wellness.

Spring, 2017

Moved back to Michigan.

October 29, 2016

Child #1 born.

October 10, 2015

Married Ashley Sefferman (nee Tate). Best decision of my life.

July, 2014

Sold MobileDevHQ to TUNE. Helped grow TUNE to ~$75m in ARR and 350 employees worldwide.

February, 2009

Founded AppStoreHQ (later MobileDevHQ), popularized App Store Optimization, and created the first SaaS product to help app marketers with ASO.

July, 2006

Moved to Seattle, WA. Began work at Amazon.com as a software engineer in the Personalization and Ecommerce Platform orgs.

June, 2006

Graduated from University of Chicago

June, 2002

Graduated from Seaholm High School.

April 13, 1984

Born in Michigan.

Personal Manual: How to work with me