What is this?

While tech changes weekly, I distill what doesn’t: the timeless fundamentals of great products, business, and life.

A decade ago, mobile overtook the web in a shift over years. Five years ago, cloud-native tools reshaped entire industries in months. I’ve spent my career watching these cycles compress, each one faster, sharper, and harder to navigate.

Today, AI models reset the table every few weeks. Capabilities emerge daily, evolving faster than most teams can plan. And in this ever-moving terrain, product managers and leaders are expected to chart certainty onto uncertainty, and then deliver on it.

In this accelerating landscape, the only true constants are the principles we build on. The half-life of technology may collapse, but the half-life of good product thinking hasn’t.

Anchors in the Storm

Few people have shaped my product philosophy more than Jeff Bezos, who put it plainly:

“I frequently get asked what’s going to change in the next 10 years. I almost never get asked what’s not going to change. That second question is actually the more important of the two.”

What survives are enduring truths about people, systems, and ideas - the core principles that underpin good products and good business..

My work is rooted in those fundamentals, whether I’m building creator tools, shopping experiences, or media systems used by millions worldwide. Even as AI, 3D, and AR/VR transform how products are imagined, built and used, the principles remain the same: work backwards from the customer, and solve for what endures.

How I Got Here

I'm Sid, and I build products, systems, and strategies that turn rapidly shifting technology into lasting value, for customers, businesses, and builders - and the world they shape. My focus is on balancing enduring principles with rapid innovation, ensuring the pace of invention never outruns its clarity of purpose.

Over the past decade at Amazon, I’ve:

Built and scaled $Bn+ shopping and content ecosystems, bridging technology, design, and business strategy to deliver value that lasts.
Shaped next-generation GenAI, visual content, and 3D/AR media systems in collaboration with design, engineering, science, studios, and retail partners.
Launched innovative shopping experiences and content creation tools for millions of customers, and brands worldwide - working with top global brands including Nike, Saks, Coach, Adobe, Mango, and Bose.

Before I moved into tech, I worked across venture capital, advertising, and new media. I spent a transformative year at the University of Cambridge in 2016 getting my MBA, and a self-designed undergraduate degree at Brandeis University, in Economics, Politics, and Philosophy gave me a grounding in systems thinking and human behaviour.

This combination defines how I build: anchored in what endures, designed to evolve, and always leaving room for play as a driver of innovation and unexpected breakthroughs.