chobox technology through a personal lens

About chobox

I run a creative agency and spend my days at the intersection of technology strategy and brand storytelling. I've built campaigns for Fortune 500 tech companies, advised startups on product positioning, and spent two decades watching how technology actually lands in the real world — which is almost never how the press releases describe it.

chobox is my personal editorial space. It's where I write the things I think about technology that don't fit into client decks or conference talks — the predictions, the provocations, and the plain-language explanations I wish existed when I was trying to understand this stuff myself.

Everything here is my perspective. I don't have a newsroom, an editorial board, or a fact-checking department. What I have is a front-row seat to how technology decisions get made inside companies, and two decades of pattern recognition that occasionally produces something useful.

Why "Boxes"?

The name chobox started as an inside joke and stuck because it captured something real. Each section of this publication is named after a type of box — physical objects that serve specific purposes. The "box" motif is a reminder that framing matters. The same information looks different depending on the container you put it in, the height you view it from, and the audience you're addressing.

The Applebox

Named after the wooden boxes used on film and photo sets to elevate actors or equipment — literally gaining height to change your perspective. These are predictive insights: where technology is heading based on patterns I'm seeing from my vantage point. Forward-looking, analytical, connecting dots that aren't obvious from ground level.

The Soapbox

The classic platform for public oration. These are strong opinion pieces that illuminate or contradict mainstream thinking. Dramatic, position-driven, occasionally provocative. I won't always be right, but I'll always have a clear point of view. Agree or argue — both are welcome.

The Sandbox

A place for play, experimentation, and discovery. These pieces demystify complex technology concepts for general audiences. The stuff "nerds talk about" explained so anyone can have an "ah ha" moment. No jargon gatekeeping, no dumbing down — just clear thinking about complicated things.

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