A career-long habit: let the data decide.

I've never trusted a gut call I couldn't back up. I started with the Detroit Pistons and Detroit Shock in 2001 — working with Basketball Operations on scouting and draft prep, scoring games on the gamenight scorecrew that fed NBA.com and WNBA.com, and later running Shock media relations and Pistons community relations. Every fan program, sponsor and event there lived or died on what it returned. Running a fantasy football publication for nine years taught me that the people who win are the ones who read the numbers better than everyone else in the league.

When I came back to sports cards in 2020, I saw the same thing: most collectors gamble on wax and breaks, and the price guides bury them in comps without telling them what to do. So I built the tools I wished I had — NoOffseason.com's Formula Rankings and Card Analyzer, then Hobby Flipper — and ran my own buying, grading and selling through them.

Data Driven Design is where all of that comes together. We take the same approach — find the signal, make the call, design the result — and build it for card businesses, fantasy platforms and teams.