One craft since 1992

My background is UX and game design. Since 1992 I have been designing human experience in interactive environments: digital products, interfaces, and games. Different materials, same craft — I design and grow digital products, and I design and organize how people work together, using games and interfaces as the instruments.

What I run and have run

• CEO, JetStyle — a product design and development company: digital products, web development, UX/UI, performance marketing.
• JetXR — an AR/VR/XR studio; right now we are building our own product for BIM models.
• Co-founder and ex-CPO, Ridero — a self-publishing platform for independent authors, operating in Russia and Poland.
• Lead tracker (startup coach) at the corporate accelerator of Kontur.

I also teach product management, product strategy, and team leadership.

Why games matter for organizations

Games are my method, not a hobby corner. A game is the densest form of an interactive system: roles, rules, resources, and feedback in their purest state. Organizations run on the same mechanics — slower, and with salaries. That is why I read companies as games, and why the same person can design an interface, a live role-playing game, and a management system without changing profession. If you want to see this method at work, start with Management as a Game.

Why AI is a continuation, not a pivot

Working with AI is not a change of subject for me — it is the same subject. A team with AI in it is still an interactive system, and someone has to design the experience, responsibility, and rules of the game inside it. I wrote my working principles down in Nine Principles for Working with Silicon Colleagues — the English translation is on its way; the Russian original is up.

I think the most valuable thing people have is dialogue. And I am convinced that interactivity is one of the main challenges facing humanity as a species — because our habitat has changed: from territory to the Network.

When thinking needs building

I work with founders as an advisor: what to build, for whom, how to organize the work. When a project needs a full product team, I can bring in JetStyle. That part is optional — advice does not come with a construction crew attached.

Outside work

I read and write science fiction, make live-action role-playing games, sail, and ride rollerblades and a snowboard. I run a Telegram channel in Russian called “A Good Question” — for questions I want to answer but can’t, yet. I have written several books — business essays and fiction — most of them in Russian.