Aaron has spent the last 10 years obsessing over the things that most people don't think twice about. From the number of times a guy uses a razor before he changes the blade to why a leather manufacturer wastes so much time looking for new partners to work with, it all matters when you're trying to build something that adds value. He's used deep consumer insights to build award winning products, strategies, and plans for some of the most iconic brands in the world at Procter & Gamble, and now Etsy. 

The most important thing he's learned along the way is that while there is definitely not a "one size fits all" solution, laying the right foundation is essential. Putting yourself in the mind of the user, and building an offline and online experience that feels like it was custom made for them will always elevate you above your competition.