How do you write 10,000+ lines of code without writing any code?
Get a marketing degree. Work in marketing, sales, management, and strategy for over a decade. Wait for AI to solve coding. Google “how to open Terminal on macOS.” Install Claude Code. Run out of tokens. Upgrade your subscription. Refill your coffee. Build. Question everything. Realize you should build tools that help you build. Long walk. Coffee. Build. Learn. Repeat.
Every day I learn something new — some new way to work with Claude that I didn't know was possible the day before.
And that's why I founded smrtlabs: to help people discover for themselves what's possible.
Before smrtlabs: 10+ years at one of the world's largest financial services companies — sales to strategy director across the global wealth and retirement business.
Why smrtlabs exists
smrtlabs exists because Claude has fundamentally changed knowledge work, yet most of us haven't cracked the code that unlocks our untapped potential.
I spent my entire professional career ‘doing’ knowledge work. Emails. Pre-meeting meetings. Meetings. Post-meeting meetings. Board presentations. Spreadsheets. Oddly formatted Word documents riddled with mark-ups from Legal & Compliance. You name it, I worked on it.
Over the years, ideas accumulated — an app that could make Y easier, a bit of software that would handle the heavy repetition — but I didn't have an easy (or inexpensive) way to bring those ideas to life.
Then one day I installed Claude Code and had one of those Eureka moments you know you'll remember for the rest of your life. One hour with Claude Code completely reshaped how I see the future of work.
A few months later, I'm building software. Custom plugins for the Claude ecosystem. Multi-agent, semi-autonomous systems that turn the ideas and questions that come out of my business-brain into real, working, and rather sophisticated software that yesterday would have still been a scribble on a Post-It note.
smrtlabs exists because people, leaders, teams need to understand what's possible with Claude. Why should engineers have all the fun?
Philosophy
| Yesterday | Today | |
|---|---|---|
| Highest leverage | “Can we build this?” | “Should we build this?” |
| Highest cost | The build | Building just to build |
| The craft | Software engineering | Harness engineering |
“Should we?” is your highest leverage work.
More software and more slop isn't progress just because it's easy to produce now. The discipline is in choosing what's worth building and what isn't. smrtlabs exists to make that question more rigorous — through experiments, honest results, and tools that encode good judgment.
The simplest solution wins.
Einstein was right. We should try to make things as simple as possible, but no simpler. But simple solutions are often difficult to identify. Quite often, they have to be discovered. The craft of building software is now about applying the lightest yoke your LLM can bear that gets you the result you're looking for. smrtlabs runs experiments to find the minimum viable approach. Remove what doesn't earn its place. The best solution is usually the one with the fewest moving parts.
Our approach
Every product, every experiment, every piece of content is an attempt to make “should we?” more apparent and to identify the simplest possible way to build quality solutions.
Want to work together?
From 1:1 coaching to enterprise deployment — find out how smrtlabs can help.
See our services