ThoughtCraft

About

Hi! I'm Aaron Holbrook.

I'm a maker, writer, and lifelong learner. Over the past two decades I've worn a lot of hats: developer, CTO, consultant, mentor, parent. But underneath it all, I've always been someone who likes to figure things out, understand how they work, and try to make them a little better.

I believe that how we see shapes what we build. Framing things clearly matters—whether you're designing software systems, raising kids, writing essays, or trying to live with more integrity.

This site is my space for exploring that. I use it to share the things I'm thinking about and working on:

  • Essays and thought pieces about systems, habits, work, and life
  • Notes on projects and experiments, big or small
  • Reflections on learning and change
  • Fiction and stories when the mood strikes

I'm not here to sell hustle or certainty. I'm here to think out loud, stay curious, and keep learning in public.

If any of that resonates, welcome.

[email protected]

Career

2016 – 2024
Chief Technology Officer
Zeek Interactive, Remote
Progressed from Senior Developer to CTO over 9 years. Led technical strategy, architecture, and team mentorship. Built clinical trial systems, e-commerce platforms, and SaaS products. Focused on clear expectations, humane hiring practices, and systems that worked without drama.
2013 – 2016
Senior Web Engineer
10up, Remote
Built high-traffic WordPress solutions, pioneered Elasticsearch integration (ElasticPress), and mentored teammates. Known for direct client communication and teaching others to think beyond the ticket.
2010 – 2013
Founder & Developer
A7 Web Design, Illinois
Ran a solo consultancy building custom websites and apps. Led projects, managed clients, and learned to balance sales, coding, and expectations. Spoke at multiple WordCamps, organized meetups, and built community.
2006 – 2010
Webmaster
Centegra Health System, Illinois
Managed and rebuilt the hospital’s website from the ground up. Handled vendor relationships, internal marketing projects, and event photography. Learned the importance of working with people, not just technology.
2002 – 2006
Student & Freelancer
Augustana College, Illinois
Earned a BA in Computer Science and Math while running small freelance projects, lab monitoring, IT support, and teaching fellow students. Learned to explain complex ideas simply, a skill that still serves me.