About Max
The diagnostic comes before the fix.
I learned that in an ultrasound room long before I applied it to a business.
I grew up in Montgomery County, Maryland, with deep roots in Frederick County. Before I worked in local search, I spent years as a vascular ultrasound technologist at Frederick Health, where every decision started with an accurate measurement. You find what's actually there first. Then you decide what to do about it.
I bring that same habit to everything I do now. For a service business, that means searching the way its customers search before suggesting a single change. For a building owner, it means reading the building's public energy record before anyone talks about equipment.
I'm curious by nature. I'll read the fine print, the county data and the review nobody answered. Then I share what I find in plain language, with the source attached.
"We live in interesting times. All you can do is find the adventure in life."
I write about the systems hiding in plain sight, and what I find in them, on Medium.
What I've built
Projects
DMV Heat Pumps
A plain-language guide to heat pumps, rebates and the right order to do the work in, for homes in DC, Maryland and Northern Virginia.
Visit dmvheatpumps.com → For HVAC ownersEmbrace Insight
Market intelligence for HVAC companies in Montgomery County: permit trends, building data and where the work is heading.
Visit embraceinsight.net → For any websiteThe Semantic Gate
A pass/fail check for one page and one search: can a customer find it, and does it answer what they came to ask? Prove the page should exist before you spend money promoting it.
Visit thesemanticgate.com →Get in touch
Say hello.
Tell me what you're working on. I read and answer every email myself.