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What Comes Next?

"What comes next?" is the question that has driven every venture, every experiment, every leap into the unknown.

It's the question I've asked myself through countless projects—some that succeeded, many that failed, all that taught me something invaluable.

Each venture was an exploration. Building products, solving problems, creating experiences. The process was never linear. It was messy, full of setbacks and pivots. But that's how you learn to learn.

You try something. It doesn't work. You ask yourself what comes next. You adapt, iterate, and try again. This cycle—of building, breaking, and rebuilding—is where real growth happens.

Throughout this journey, the tools have evolved. The problems have changed. But the fundamental question remains the same: What comes next?

Today, we're living through a transformation unlike anything before. Artificial intelligence isn't just another tool—it's a partner in exploration. It accelerates the cycle of learning and building in ways we're only beginning to understand.

With AI, we can venture further into the unknown, faster. We can test ideas more rapidly, learn from failures more quickly, and create better experiences more efficiently. The question "What comes next?" becomes even more powerful when you have a collaborator that helps you answer it.

Because the truth is, none of us know exactly what comes next. But by asking the question together, by building and learning in public, by embracing both the failures and the breakthroughs—we get to discover it together.

Joe Profile Picture

Jose L. Sosa

@JOESOS

What is
[JOH-sauce]?

JOESOS is where that exploration continues. This is my space for documenting ventures, sharing learnings from both successes and failures, and building at the intersection of technology and AI.

It's not a portfolio. Not a blog. It's an active workspace—a place where I build in public, test ideas, share what I'm learning, and invite you to explore alongside me. The essays I'm writing, the products I'm developing, the experiments I'm running—they all live here.

The most valuable insights don't come from polished final products. They come from the messy middle, the pivots, the failures that taught you something you couldn't learn any other way. That's what this space documents.

The Journey

Here's what the pattern looks like in practice.

I've led digital transformation programs that touched 60,000+ employees across 70 countries—working with clients like ASSA ABLOY to reshape how entire organizations operate. I've also sat across the table from founders at startups where the next six months would determine whether the company survived.

Both contexts asked the same question: What comes next? But the answers looked completely different.

I've launched ventures as a founder and co-founder. Some succeeded. Others failed spectacularly and taught me more than success ever could. Each one followed the same messy, non-linear pattern: build, learn, pivot, ask again.

Beyond client work, I contribute to the field itself. As a co-author of vulnerability management implementation guidelines with FIRST—the Forum of Incident Response and Security Teams, the premier global organization for incident response—I've worked to codify practices that elevate the entire field, not just one client's systems.

The work takes many forms: leading transformations, architecting security systems, shipping products, advising startups, contributing to standards. The contexts change. The approach doesn't.

How I Work

So how does this translate to working together?

There's no single "sweet spot." Context determines everything. Some organizations need strategic guidance to navigate complexity. Others need hands-on execution—architecture, design, code that ships. I adapt to what the moment requires, not what I prefer to do.

Most engagements start one of two ways:

Project-based work that often evolves into retainers as trust builds. We tackle a specific challenge together—a transformation, a security overhaul, a product launch—and discover whether the collaboration has legs. Many of my longest client relationships started as three-month projects.

Equity partnerships with early-stage ventures. I join as a founder or co-founder, bringing strategy, execution, and a network. Skin in the game changes everything. Some succeeded. Others failed. Both taught me things I couldn't learn as a consultant.

On teams: I can come in solo to coordinate or advise your internal resources. I can work embedded with your existing team. Or when you lack the internal bandwidth, I can assemble the right people to tackle the challenge. The structure follows the need.

So, what comes next?

That depends on the questions you're asking.

If you're navigating a transformation—scaling a product, securing complex systems, figuring out how AI reshapes your business model—the answer isn't in a playbook. It's in the exploration itself.

I don't have all the answers. Nobody does. But I know how to ask better questions, build toward those answers, and adapt when reality surprises us.

Which it always does.

If you're ready to explore what comes next, let's build it together.