jonathan-peterson.com — Site Charter
Purpose
A combined professional portfolio, personal blog, project showcase, and DJ presence for Jonathan Peterson. The site serves three distinct audiences who self-segregate on entry, and presents a complete picture of a person who is simultaneously a senior product leader, a technologist who builds things, and a dance music DJ.
Audiences
| Audience | What they want | Primary entry point |
|---|---|---|
| Recruiters / employers | Senior PM credentials, domain depth, leadership track record | /work, /expertise, /hire |
| Fractional / consulting clients | Proof of fast orientation, specific domain expertise, prior fractional experience | /hire, /work |
| Collaborators / peers / friends | Writing, projects, personality, shared interests | /writing, /projects, home page |
| DJ / music community | Jonny Spins presence, genre, mixes, links | /dj |
Tone and Voice
- Warm authority — experienced without being self-congratulatory
- Experiential and mentoring — lean into stories and what was learned, not just what was done
- Opinionated — has a point of view on technology, culture, and product craft
- Full human — the DJ, the builder, the family man, and the PM are all the same person
- Not corporate — no third-person bios, no buzzword stacks, no “passionate product leader” language
Guiding tagline: “Product leader in Media, AdTech, and MarTech, who thrives leading diverse teams creating righteous solutions for wicked problems — and maybe make the world a little better. Enthusiastic dance music DJ for the afterparty.”
Homepage tagline: “Thirty years building things that matter. Still taking requests.”
Information Architecture
Three-path home page routes visitors to their section without requiring navigation decisions. Each section is self-contained but cross-linked.
Sections
- Professional —
/about,/work,/expertise,/hire - Writing & Projects —
/writing(blog),/projects - DJ —
/dj
Content Principles
- Short About, long Work — the About page is a person, the Work page is the career
- Expertise page as reference layer — tech stack depth lives at
/expertise, linked from Work chapters - Writing is opinionated, not safe — posts should have a point of view
- Projects page grows with work — stub cards now, fuller treatment as projects mature
- DJ section is minimal by design — owns its tagline, links out, doesn’t overstate
- Internet History series — flagship long-form content; tells the story of the early web from someone who was there. Phase 2 priority.
Scope Boundaries
In scope (v1): Professional portfolio, personal blog, project stubs, DJ placeholder, hire/contact page
Deferred to later phases:
- Internet History memoir series (beyond the first post)
- Ghost theme visual customization beyond CSS injection
- Resume PDF (download link is placeholder)
- SoundCloud embed on DJ page (pending active mix)
- jonnyspins.com redirect to /dj
- Member/subscription features
- Open Decks 404 content (hiatus likely permanent)
Success Criteria
The site is working when:
- A recruiter can understand Jonathan’s domain depth and career arc without reading a resume
- A fractional client can find a direct path to contact
- A peer can find the writing and projects and want to come back
- Jonathan can add new posts and projects without needing developer help