Why APX?

Photo from our team racing in the 24 Hours of Lemons race, Sears Pointless at Infineon Raceway, 2010

In motorsports, identifying the optimal line through a corner's apex is critical for achieving the fastest lap time. Product development works similarly. Every prototype or milestone is an apex, a key moment to see what’s working, fix what isn't, and to get the product closer to reality.

Focusing on the right details at these checkpoints keeps you from wasting time on things that don't matter. Just like a driver cuts fractions of a second off a lap by hitting their apexes, smart product teams get to market faster by building the right thing at the right time. That focus is at the heart of how I work with teams to take an idea from idea to production.