Jonathan Horowitz
I build things and help people make the right calls.
Independent product, strategy, and operations work. I create clarity by helping make the tough decisions. Sometimes that means making something new.
01 What I do
User-centered and systems-minded: I find the real problem, make the honest calls, and get to an answer that actually works. Strategy to decide where to play, data-driven operations to know when to claim victory.
02 Lab
Where I keep the receipts. The Lab is a permanent home for what I'm measuring and tuning as I build with AI — the data up top, a running record of experiments underneath. Working notes with the numbers attached.
Opus is the manager, Sonnet the senior with good judgment, Haiku the intern — matching the model to the job instead of always reaching for the biggest one. →
13.5B tokens across 1,769 sessions, instrumented turn-by-turn — finding the context ceiling my sessions kept hitting, and what I'm doing about it. →
Willpower doesn't scale
Coming
Every guard in my setup is a mistake that happened enough times to automate away — the reverse timeline of how the rails went in.
Get notified when it drops
03 About
I've spent 15+ years turning ambiguity into shipped outcomes — creating the most-loved self-checkout experience in retail across 2,000+ Home Depot stores, predictive sales models and global marketing for Fortune 100 brands, and the operating rhythm for a 500-person org. Today I work at a Very Large Insurance Company®, and build my own products on the side.
Systems thinking, customer obsession, and a conviction that data is the way (SQL is my love language).
04 Selected work
A tool to help prioritize when prioritizing is hard — stack-ranking and binary thresholds make it easy to know what to do next. →
Keep the money, dump the "Trump." A Chrome extension that automatically changes "Trump Account" to "[your text] Account" — politics don't belong in planning kids' futures. →
Like Tinder, but for making a lot of decisions — fast.
05 Get in touch
Or copy: jonathan@witzcraft.com