The short version of a long story
I build software for businesses that were told good software wasn't for them. This is how I got here and how I work.
How I got here
I started building things on the internet as a teenager, mostly badly, mostly for free. What hooked me wasn't the code — it was the first time something I made saved a real person real time. That feeling hasn't worn off.
Years of client work followed. Agencies, startups, small businesses. I got good at the technical part, but the thing that stuck with me was a pattern I kept seeing from the other side of the table.
A business owner would describe a problem worth solving — a genuinely painful, expensive, obviously-fixable problem — and then tell me they'd been quoted six figures for it. Or they'd been sold a template that didn't fit how they worked, and quietly gone back to the spreadsheet. Either way, the software never happened, and they assumed the problem was their budget.
It usually wasn't. It was that they'd been sold a platform when they needed a tool, or quoted for a team when the work needed one person who understood the problem.
That's the whole reason AsadLabs exists: great software shouldn't be a luxury only big companies can afford.
So I work directly with owners — no account managers, no layers. I quote honestly, I explain the trade-offs in plain English, and when the right answer is "don't build this," I say that instead of writing a proposal.
When I'm not building, I'm usually writing about this stuff, reading more systems-design books than is strictly reasonable, or being reminded by my family that not every problem is a workflow problem.
How I Actually Work
Six things I hold to on every project. They're the reason clients come back, and occasionally the reason I lose one.
- 1
Ship small, ship early
A working thing in three weeks beats a perfect thing in six months. You learn more from a week of real usage than from a month of planning, and everything you learn makes the next phase cheaper.
- 2
Plain English, always
If I can't explain what I'm building and why it costs what it costs without jargon, I don't understand it well enough yet. You should never nod along in a meeting about your own software.
- 3
Buy the boring parts
Authentication, payments, email, file storage. These are solved problems. Spending your budget rebuilding them is how projects run out of money before they reach the part that's actually yours.
- 4
You own everything
The code lives in your repository, the domain is in your account, and your data exports without asking me. I want you to stay because the work is good, not because leaving is painful.
- 5
I'll tell you not to build it
Roughly a third of the projects people ask me about would be better solved by an existing product, a process change, or nothing at all. Saying so costs me work and earns me referrals.
- 6
Failures should be loud
Any automation I build tells someone when it breaks. Silent failure is worse than no automation, because people stop checking and the damage accumulates unnoticed.
What I build with
Deliberately boring choices. I pick tools with long support horizons and large hiring pools, so you're never stuck with something only I can maintain.
- AI
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- Claude API
- OpenAI API
- RAG pipelines
- Document extraction
- Evals
- Automation
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- Python
- Node.js
- Webhooks & queues
- Scheduled pipelines
- Web apps
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- React
- Next.js
- Astro
- TypeScript
- Tailwind CSS
- Data & infrastructure
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- PostgreSQL
- Redis
- AWS
- Cloudflare
- Docker
- CI/CD
Think we'd work well together? ✨
Let's talk about it. The call is free, the advice is honest, and there's zero pressure to work with me afterwards. Worst case, you leave with a clearer plan than you had.