About Ed.

I started in technology in the early '90s, before the web was something most people had heard of. By the time the rest of the industry was figuring out content management systems, I'd already built one for what would become Canada's largest digital media network — back when it was still called Southam Newspapers.

I led that team from one person to more than fifty. I shipped things on Tuesdays that I'd thought of on Mondays. It was the most fun I've ever had at work.

Then it got big. Twelve people had to approve a color change. The company had become a place where shipping anything was a quarter-long political event. In 2016 I walked away — no package, no plan, no next thing lined up — because I'd realized I was building a cage instead of a system.

Since then I've worked on the kind of things people only call you for when something's gone wrong, or when they're standing in front of something they don't know how to start. A national campaign two weeks out. A failed Salesforce portal. A migration nobody knew how to scope. A friend's executive assistant who'd never used Claude and was terrified to try.

What I've learned across all of it is that the technology is almost never the hard part. The hard part is having someone in the room who's seen this before and isn't trying to sell you anything other than the right answer. That person is harder to find than it should be.

Signal & Craft is my attempt to be that person, for whoever needs them.

The way I've come to think about the work is that it's a bit like being a lighthouse for the businesses I help. Not a guide leading you somewhere specific — most of you already know where you want to go. Just a steady, present light, in the right place, when the water around you is unfamiliar. An active participant, but one that stays put while you find your bearings.