Hi, I'm Joel.
This is what I actually do all day.
People ask, and the honest answer takes a while. I raised a family, I build things, I write, I take photographs, and I help small businesses run themselves. This page tells that story in order. Anything that catches your eye opens into a longer look.
It is not a resume. It is a record of what I am up to, kept mostly for curious friends.
Chapter 1
I raised a family
Five kids, and for most of their childhood a simple rule: when we could get out, we got out. Kayaks, a trout pond, a tent under the oaks in December, a canyon in Arizona, four days in Yosemite with one son and a pack each. Later, when they were grown, two years on the road with Suzanne.
The pictures are the story here, so I've given them their own page. My mother has hers.
Chapter 2
I build things for people I love
A lot of what I make starts with a person, not a problem. My dad has spent decades building a family tree of nearly twenty thousand people, and I want it to read like a magazine instead of a database. Other things I have made for people are smaller and do not have repositories.
These are the projects I am most careful with, because the thing I am touching belongs to someone else.
Chapter 3
I make machines that talk back
I keep coming back to the idea of a machine you can just talk to. Not a phone tree, not a search box. Something that listens, waits when you pause, and stops the moment you interrupt. I have built it twice for the house and once for the office phone.
The first one had a tiny face and a bad attitude. The second one is warm and curious. The third one answers my business line and politely gets rid of robocalls.
Sage, the pessimist robot
A small physical robot with a tiny animated face and a custom wake word, fully offline, whose personality is a deeply pessimistic philosopher.
A prototype that taught me what I needed
The Storyteller
A talking AI that runs with the WiFi off, waits when you pause, and stops the instant you interrupt. Step one of a plan that ends in a robot.
Step one works; the storytelling hasn't started
The receptionist that hangs up on robocalls
An AI that answers my business phone line, answers real questions, screens out spam, and texts me so I can join a real call live.
Live, answering the phone
Chapter 4
I help small businesses stop needing me
Most of my paid work is for small, local businesses: a baseball training facility, a one-person marketing studio, a trucking company, a compliance firm. I do the whole thing, brand to website to phone line to the automations behind them.
The part I am proudest of is how each one ends. The owner changes their own hours. They add their own products. They search their own history. I build the handoff in on purpose, and then write the plain-language guide that makes it real.
A website the owner runs without me
A family-run baseball training facility that used to need a developer to change its hours. Now the owner changes them, and everything else, without calling anyone.
Live, in maintenance
Bees don't keep secrets
A one-person marketing studio in a mountain town: a brand built on the bee waggle dance, a phone line robocallers can't get through, and reminder texts that cancel themselves.
Live
A hard drive you can search
When a trucking company changed hands, I built the owner a drive holding 1.25 million emails and documents, searchable by double-clicking one file, with nothing to install.
Complete
When rain is a legal deadline
For industrial sites in California, a storm starts a compliance clock. I built the software that watches the weather so a person doesn't have to.
Core loop running; still on the way to everyday customer use
Chapter 5
I write
Before any of the software, there was a book. It treats a company like a theatre ensemble: rehearsal, rhythm, silence, timing, the moment before the curtain. Most of what I have built since is that book, tried in a different medium.
There is also a graphic novel about learning to sit down with my own self-doubt, and a drawer full of essays from the years I spent coaching business owners.
The Theatre of Business
A book that treats a company like a theatre ensemble: rehearsal, rhythm, silence, timing, and the moment before the curtain.
Written several times; being rebuilt into something you talk to
Adventures of Light and Dark
An early experiment in creative storytelling with AI: a graphic novel you read on your phone, 47 panels across 10 acts, built around a story I wrote a long time ago about learning to sit down with my own self-doubt.
Published
An Outside Perspective on…
Essays from the years I spent coaching business owners: recognition that isn't a carrot on a stick, growth plans that aren't punishment, and the HIPPO in the room.
Written 2022 to 2023; some of it still true
Chapter 6
I experiment with AI in the open
I am optimistic about AI and I do not trust it. Both at once. So I experiment in public, keep the failures, and write down what actually happened. I tried to give an AI a personality five different ways before one stuck. I built a weekly brief that writes itself from government data. And the smallest thing I have ever made runs every morning at seven, unsupervised, filing my meeting notes.
I do not type the code any more. I write down what should exist, what is out of bounds, and how we will know it works, and AI agents do the typing under rules I enforce.
Synara, built five times
I tried to give an AI a personality. It took five attempts, one measured failure, and a $6 experiment to find out what actually works.
The fifth version is live
A brief that writes itself
A weekly executive brief built from live government economic data by a team of AI agents, with a validator whose only job is to check the others, and no human involved after setup.
Live, publishing weekly
The 7am filing robot
Every morning at seven, a tiny program collects yesterday's meeting transcripts, works out which client each belongs to, and files it in the right folder. It is the smallest thing I've built and the only one running unsupervised.
Running in production
Chapter 7
When I'm not building
Cycling, a hundred miles at a time. Backpacking, from Havasu Falls to Yosemite to a canyon in Sedona. Rock climbing with the kids on the other end of the rope. Dogs, sometimes five at once. And two years of dirt roads and salt flats with a camera.
Chapter 8
I look through a lens
Hot air balloons inflating in a field in Greeley before the sun is up. Flowers, close enough to lose the edges. A sailing trip where the horizon would not hold still. Photography is where I go when I want to stop building and just look.
The galleries live on their own site. Here are a few to start.
Before all this
How I got here
I have spent my whole working life in IT, more than forty years of it. Somewhere along the way I noticed that the decisions at the top of a company were often being made in a vacuum, and that the real fixes were rarely technical.
So I stepped out to coach business owners for a while, under a name I still use for my email: The Outside Perspectives. That became Synavia, which is where the book, the consulting, and the AI experiments all live now.
As a boy I was close to an uncle who saw the world differently than I did, and I spent a lot of time interpreting it for him. To be understood I had to describe things with total specificity and honesty. That is still how I try to work.
"The line between our business lives and our personal lives is imaginary."