Announcing Proof

I’m thrilled today to announce the start of my new venture: Proof.

Proof is a product innovation studio that combines lean processes with strategy, design and technology. With my fantastic partners Giff Constable and Jeff Gothelf, Proof will work with startups and large companies that want to create new products, enter new markets, and launch new businesses.

I believe that this is the right moment for a studio like Proof. Companies have recognized the value of innovation, and have been at it long enough to recognize the reality: that innovation is hard. At Proof, we think there is a huge amount of promise in using Lean Startup and Lean UX methods to crack this nut. These methods are deeply practical, grounded in making and validating and culture–a real antidote to the fluffy rhetoric of much innovation consulting.
If you’d like to know more about Proof, you’ll find our web site here:


For me personally, Proof is the result of two years of incredibly rewarding exploration. Since leaving Liquidnet in early 2010, I’ve been working and learning and thinking about where to apply my practice and I’ve been lucky enough to collaborate with some great people along the way.

My close collaborator Lane Halley led me to the Balanced Team community, a group of designers, technologists and product people who are deeply committed to cross-functional approaches to our work. Balanced Team was an opportunity for me to really connect with Jeff Gothelf and to understand the amazing work he’d been doing at The Ladders. And it was through Balanced Team that I met fellow traveler Janice Fraser of LUXr. (I’ve been very happy over the last year to be LUXr’s Program Director in NYC. My intention is to continue that work.) Janice in turn introduced me to the Lean Startup community, which is where I met Giff, through his work at the fantastic NYC Lean Startup Meetup.

I’m still exploring, mostly through conversations and working experiments. If you’d like to start either with me, give me a call. I’m always up for a cup of coffee.


3 comments Write a comment

  1. Congrats, Josh! Sounds like a smart and timely venture. Can’t wait to hear more.

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