The long version.

I grew up near Rabat, in a family home that was always half-built, carving the offcuts the master woodcarvers left behind. They worked the way patient people work: mark out the geometry first, then take very small bites at it. The pattern was usually arabesque, infinite repetition under a small set of rules. I did not know it was a description of software until much later.

The other half of the education came from my father, who rebuilt our family's life from a kitchen-installer's truck. He would leave at six in the morning and come back at eight at night. Most of what I know about velocity I learned watching him work.

I joined Verto Health in 2018 as employee #2 and helped take the team to 80 by doing whatever the company did not yet have someone for: product design, then product management, then architecture, data science, sales engineering, and eventually marketing leadership. Healthcare informatics is the messiest data domain there is, and the buyers were hospital CIOs: buried in regulation, scientifically literate, exhausted by generic pitches. We shipped a hundred-plus deployments, orchestrated something north of ten million patient journeys. I co-authored the patent on the clustering method underneath that work.

In August 2025 I tested whether eight years of operating discipline would hold against a clock with money on it. I built GiveFeedback solo over six weeks and won the $100K Lovable Shipped grand prize. Those six weeks were rough, and the discipline was the part that transferred. The full story is in the teardown.

Today the practice runs four ventures: Space & Story, XYspace, Cite-met, and GiveFeedback, with AI agents doing the execution volume and the judgment staying human. The system is written down as the Agentic Marketing Operating System, CC-BY 4.0, because I would rather it be useful than mine.