Building in Public · Dubai, UAE · 2026

Executive
by day.Builder
by choice.

Buildwhatmatters.

Toolsforprofessionalswhostillwanttocreate.

Productivity systems and AI-powered workflows for professionals who still make things. Built by someone doing exactly that.

See what I'm building →Work with Me

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Executive by day.
Builder by choice.
Shipping things that last.

Full-time executive. The day job runs at scale: strategy, systems, technology. The margin hours go somewhere else.

Eascend is where that time goes. Every product started as a problem I lived with long enough to solve myself. Notion systems, AI workflows, tools that didn't exist yet. None of it waited.

Workflow AutomationAI OperationsNotion SystemsDigital StrategyBuilding in PublicDubai · UAE

01 — Build in the margins

Don't quit your job.

You don't need to walk away from everything to build something real. The margins are enough; if you use them right.

02 — Ship over plan

Shipping beats planning.

An imperfect product in people's hands is worth more than a perfect one in your head.

03 — Scratch your own itch

Build what you actually need.

The best tools come from people who lived the problem. That's the only brief worth working from.

04 — Craft wins

Craft is the edge.

Anyone can automate. The differentiator is whether the thing is worth using.

How I Work

How I work.

Three principles I return to. They show up in every product, every engagement, every decision.

01 — Workflow first

Automate the real thing.

I don't automate for the sake of it. I map the actual workflow, find the one constraint that costs the most, and solve that. Everything else follows.

02 — AI as leverage

Intelligence applied.

AI is a force multiplier, not a replacement. I build systems where humans make judgment calls and machines do the repetitive work. Always in that order.

03 — Ship, then learn

Something useful, not perfect.

I build things that work, ship them, and improve from real feedback. Building in public keeps me honest. The timeline is the product.

Featured

Offline Layer — Live Now

Think in layers.

Work with structure.

Strata is a second brain framework for professionals managing more than one life. Four layers — Life Architecture, Active Work, Knowledge, and Rhythms — each designed to reduce decision weight and keep the important things moving.

The offline layer is available now — a GoodNotes bullet journal built on the Strata system. Eight spreads. No app required. One-time purchase.

Explore Strata Offline →

Strata
Offline

Made for

THURSDAY

2 April

Actions

Notes

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Building · 2026

Four things in progress.

Building in public. Be first to know when they're ready.

Strata Notion System.

Notion · Systems

Notion · SystemsIn development

Strata Notion System.

A second-brain template built for professionals who need to think clearly and move fast. Captures projects, goals, weekly reviews, and knowledge in one unified system.

A Mac app for music lovers.

Mac App · Audio

Mac App · AudioIn development

A Mac app for music lovers.

A Winamp-era soul in a modern macOS body. Real-time audio visualization, album art, waveform scrubbing, and video export. Built for people who actually listen — not just stream.

Tools for the Muslim professional.

Faith · Productivity

Faith · ProductivityIn development

Tools for the Muslim professional.

A productivity system that makes space for prayer, reflection, and faith-based goals alongside work. Notion templates, habit trackers, and daily planning — built around the rhythms of Islamic practice.

Venture Builder, from idea to pitch.

Notion · Strategy

Notion · StrategyIn development

Venture Builder, from idea to pitch.

A solopreneur's operating system for building new things. Ideation to validation to positioning to pitch — structured templates that force clarity at each stage.

Tap any tile to expand.

Work With Me

Technology thinking,
without the full-time overhead.

Occasionally I work with founders and teams who need clear thinking on technology — strategy, decisions, direction — without the cost of a full-time hire. If that sounds like you, get in touch.

View services Get in touch →

Have a seat.

What I Bring

AI operationsWorkflow designDigital strategySystems thinkingGulf region contextShipping fast