I help organisations think clearly about AI.

Most AI conversations start at the wrong altitude. I work with founders, agency MDs, and boards on how the organisation should think, before anyone decides what it should buy.

The altitude

Advisor, not vendor. Ideas before offerings.

Twenty-five years across creative engineering, content, and AI. I sit just inside the decision with founders, MDs, and boards, connecting opinion to fact and translating what matters into actions the organisation can actually take. Embedding AI shouldn't mean procuring new suppliers and platforms, or onboarding permanent hires to run it. Everything we do is designed to be handed over: we build the infrastructure together, growing AI capability and experience in your existing talent. That individuality remains your commercial delta.

Latest thinking

Ideas, before anyone is sold anything.

All journal entries

Car before roads

The Moving Finish Line · 14 Oct 2026 · 7 min Read the entry

You can't lay the roads before the car exists. Why waiting for a UK AI law is the slow route, and what to build on while the rules are found.

AI from a standing start

The Moving Finish Line · 12 Oct 2026 · 9 min Read the entry

"We'll get to AI once we're stable" is the sentence that keeps a business exactly where it is. On the status-quo trap, leapfrogging automation with the foundations in place, the three fears IT is right to have, the ladder that gets a yes, and why ownership is the driver.

Do we need a new tech stack or not?

Compression Economics · 12 Oct 2026 · 9 min Read the entry

Reverse engineering has always been how business evolves. What changed this autumn is that a frontier model reads a binary and gives the recipe back in four attempts. Games, finance and ten-year-old CCTV, and why the answer to "buy new" is usually no.

What I do