My name is Matthew Reinbold and I’m a software strategy consultant who helps large organizations make sense of complex systems, especially when it comes to modernizing legacy platforms, building sustainable API programs, and aligning technical efforts with business priorities.
Over the years, I’ve worked with Fortune 500 companies in finance, media, and manufacturing to shape pragmatic API governance models, lead moderniz’(ation initiatives, and reimagine developer experience from the ground up. Whether I’m helping a team wrangle a decades-old desktop app or guiding an enterprise toward a shared API vision, my focus is always the same: reduce noise, build alignment, and make it easier for good decisions to happen.
Successful software systems are sociotechnical. This means that the way people collaborate matters just as much as the tools they use. My approach blends structured methods (like roadmap facilitation, categorization frameworks, and policy modeling) with “soft skills” like trust-building, language-shaping, and helping organizations name the things they’ve been struggling to express.
Beyond consulting, I write the Net API Notes newsletter, where I explore the intersection of technology, governance, and developer culture.
I live at the intersection of systems thinking, clear communication, and occasional attempts at wit. I’m suspicious of hype, allergic to vague buzzwords, and always looking for better ways to tell the truth about how software really gets made.
I’ve appeared online some. From 2003-2014 I ran my own web software consultancy, Vox Pop Design. Ages ago, I wrote professionally for the Web Worker Daily (RIP) and Utah Pulse websites. From April 2005 to August 2009 I was president of the Salt Lake City ColdFusion User’s Group, an officially affiliated Adobe organization. I co-founded the Blogging for Business (B4B) Conference in 2007; an event about ethically using social media for business ends. In 2008 I produced the RIA Dev Shed, an event focused on next generation Rich Internet Applications. Finally, for much of the mid-Aughts, I co-ran a monthly indie web creator get-together called CodeAway.