It's funny how life throws curveballs.

I've spent years crafting digital experiences for big-name brands, yet I craved something tangible, something I could hold in my hand. So, in 2015, I found myself in a commercial kitchen, not a design studio, trying to figure out how to make a spicy hard candy that could seriously pack a punch.

I started handing out samples, almost like a 'Breaking Bad' operation, just to see what people thought. And what I learned was eye-opening. I thought people, including myself, loved the flavor of spice, but it wasn't that at all. The capsaicin, the little chemical in spicy peppers, triggers an endorphin rush as a pain response, giving us that 'wake-up' feeling. That's when I knew I had something special.

Then came the real work. I found this incredible candy machine from the UK, taught myself how to use it, and navigated the maze of FDA approvals. Weekends were spent in a rented bakery, turning out batch after batch. I built my brand and designed my packaging – which looks like a battery because that's what these candies are: a recharge. I set up my Shopify store, and finally, in 2017, I launched 'Danger Snacks.'

It wasn't just about making candy. I was learning the whole business, from manufacturing to marketing, customer service, and sponsoring local BMX teams.

I wrote handwritten notes for every order, and threw in custom stickers, to connect with my customers. And you know what? It worked. I realized that talking to someone who's never heard of you is completely different from talking to a loyal customer. You can't use the same script.

I became obsessed with the data—average order value, customer lifetime value— the entire customer journey. It all became part of my design process. I was immersed in the entire sales cycle, not just a segment of it. It changed how I approach design.

Knowing the real-world cost of every design decision and thoroughly understanding the customer journey from start to finish is my 'secret sauce' now.

Now, I'm working on new products, flavors, niche audiences, and marketing channels looking for ways to improve and connect with customers through storytelling. This exercise, it's not just about selling candy. It's about how every experience, and challenge, shapes my perspective and makes me a better creative manager, product designer, and entrepreneur.