Hard to pin down.

Sometimes Max designs, sometimes he develops, and sometimes he just helps people think things through.

He did a little of all these things co-founding
 Bureau of Trade, and then again with eEcosphere. Eventually he settled in with a small agency in Berkeley where he spent nearly three years running their development practice. Now he, like so many others, is making a pioneer-like pilgrimage towards the digital hills of VR as the founder of Fire Mammoth.