Reflections on Experience and Evolution after a quarter century working online

The holidays are usually a time to slow down, recharge, and step back from work. But this past season, I had a proposal to deliver to a client on January 2nd. It was a project that could set the tone for the year, so I wanted to nail it. Most of my holidays were spent deep in client work. I don’t endorse hustle culture, but I’m also going on vacation soon.

On New Year’s Eve, though, I decided to take a break and do something just for me. My wife had to work until 11 and I was feeling creative. I’ve been meaning to update my demo reel—the last one was over a year and a half old—and the idea that came to my mind needed to be brought to life then and there. I threw myself into scripting, editing, and pulling it together that night. Once my bff Jonathan could provide the voice-over, it was ready!

As I worked on the script, I typed out the words “with over 25 years of experience…” and then it hit me. I just turned 39, and I’ve been doing this for most of my life. Most days, I forget how much time has passed since I entered the online world.

I designed my first website for a personal project in 1993 or 1994. It was a Pokemon & WWF fan club hosted on Xoom and built with Netscape Navigatior’s built in HTML editor. It was straight HTML and tables—so many tables. My online handle was “Pikachu_316,” and I’m pretty sure that was also my password until I went to university.

In 1995, I got my first paying client, Dr. Ron, a chiropractor. Shortly after, I convinced my dad to fire his web company and move his business to me for $500. I thought I was rich. I was blessed to work with his company until 2013. In 2017 I redeveloped the site and it remained online until 2024, just shy of 30 years.

In the late 1990s, I won the Barrie Rotary Club’s web design contest three years in a row. By then, I had already spent too many hours online and I haven’t missed a day since then…

Over the decades, I’ve seen trends, tools, concepts, and hacks come and go. This much time online has taught me a few key things:

How to Learn Fast and Often

The digital world changes constantly, and staying relevant means adapting quickly. I pick up new tools, experiment with them, and decide whether they’re worth keeping. I’ve learned to be vendor-agnostic, choosing the right tool for the job rather than sticking to what’s familiar. For example, I have clients who use WordPress, Shopify, Squarespace, Square, and basic HTML and CSS just to name a few. Still, I’m equally comfortable with other platforms if they’re a better fit.

How the Game Works

With years of experience comes a deep understanding of the online ecosystem. I know how things connect, how they evolve, and how to anticipate the next move. This perspective helps me strategize effectively for my clients.

How to Guide Businesses Through the Chaos

The online landscape can be overwhelming for businesses. There are endless tools, trends, and options to consider. My experience allows me to cut through the noise, provide clarity, and find the best solutions. I love solving problems. The only thing I love more than that is driving revenue. My time working at Xerox & Salesforce taught me how to focus on being a sales killer (It’s actually the 10th anniversary of me being a Xerox Top Gun Award winner). I know how to find the answer if I don’t know the answer. If I can’t, I know who to ask.

This New Year’s Eve project reminded me of how far I’ve come since the days of Netscape and Pikachu_316. It also reinforced why I love what I do. Whether building a website, designing a new brand, or helping a business navigate the online world, every day brings a new challenge. And the sense of accomplishment when I overcome these challenges is what makes it all worth it.