I work at the intersection of business strategy and technology systems
Most organizations have business leaders who set strategy, and technology teams who build and run systems. What's often missing is someone who can hold both at the same time, and translate between them. That's the work I do.
Josh Hulst
Executive Advisor
Business & Technology
Strategy & Execution
I co-founded and serve as partner for Michigan Software Labs, a software development and technology advisory firm based in Grand Rapids, Michigan. Technology advisory is my area of practice, working alongside executive teams to help them build the technology foundations their next stage of growth requires.
Over fifteen years, I’ve worked directly with executive teams across manufacturing, logistics, healthcare, fintech, B2B services, and more. I’ve noticed a pattern: capable teams invest into technology, but don’t see the business outcomes they expect. They feel busy and overwhelmed, but they’re not moving forward, because technology wasn’t built to drive what the business needs to do.
This gap is structural. Closing that gap requires someone who can think across business strategy, technology architecture, and how the organization operates at the same time. That’s the work I do.
I help mid-market leadership teams design the technology foundations their next stage of growth requires, and I remain a partner through execution. I believe technology should make a business easier to grow. When it does, work feels different for everyone inside the organization.
15+ Years
Leading Michigan Software Labs
100+ Client Engagements
Across logistics, health care, fintech, publishing, and B2B services
Solo to Enterprise
Clients ranging from single-founder startups to Fortune 10 companies
Where I can help
Technology Strategy + Advisory
For organizations that have a strategic direction but need executive-level support to execute it. I work alongside leadership as a strategic partner, helping define what the business needs to be capable of, then building and executing a plan to get there. Most engagements begin with a structured assessment of where the organization stands today, what's holding it back, and what needs to change. And I often stay involved through execution.
Coaching & Advisory for Tech Leaders
For internal technology leaders who need a stronger strategic framework and a thought partner for leading through complexity. I work as a coach and honest outside perspective for leaders who are good at their craft but are growing into larger, more strategic roles.
Platform & Product Strategy
For businesses where software is central to how profit is created or delivered. This might mean launching something new, scaling something that's working, or evolving something that has outgrown what it was built for. I help clarify how the product should evolve and how technology decisions connect to customer value and sustainable growth.
Request an introductory call