Tech & AI
Most of the people advising you on AI haven’t built anything.
We have. We’ve been on the inside of every major technology shift since dial-up — web, mobile, e-commerce, media, and now AI — as founders, CTOs, and operators. We coach the leaders making the calls. We consult on the strategy. We embed when the work needs more than advice. And we’ve been in the room the day after the AI initiative didn’t work.
Why a coaching practice has a tech page
Because we’re polymaths. That’s the point.
Our practice has two sides: coaching the humans leading the company, and helping that company think clearly about technology and AI. Most clients start by hiring us for the first half. Then a tech decision shows up — an AI initiative stalls, the engineering org needs leadership — and they realize we excel at that work too.
What we do
Practical, embedded, and on your side of the table.
Scope AI Initiatives
We sit between leadership and engineering, help define what is actually worth building, and make sure the org has what it needs to ship it: the people, the data, the budget, the political cover.
Lead Consulting-Firm Engagements
Engaging an outside firm? We work on the client’s side of the table: scoping the brief, pressure-testing the proposal, holding the firm to the work.
Build AI-First Organizations
Standing up new teams, new ways of working, and new pace inside companies that need to become AI-native without breaking the company that exists today.
Coach Leaders Through the Shift
What does it even mean to be a manager when half your team are agents? We’re coaching on this question now, with founders, CEOs, and CTOs who are living it in real time.
The actual problem
Technology is the small half of the problem.
Implementation almost never fails for technical reasons. It fails because of how the people, the process, and the politics react to the new stack. We work the whole problem.
Receipts
We’ve done this work, recently and at scale.
Most recently, Nick and JT served as Co-CTOs of Goop, where we rebuilt the technology stack and led the people transition underneath it. The technology rebuild was the smaller half of the job. The deeper work was replatforming the team, rewiring decision rights, keeping frightened employees focused and productive, and holding the leadership through eighteen months of change while the surface kept moving.
Before that: founder, CEO, and CTO across digital agencies, software and hardware companies, e-commerce, media, consultancies, and a stack of products that shipped to real users. One company sold to GoPro and went public. Twenty years of context, and we’re still in the work.
CoachClaw
We don’t just talk about AI. We’re shipping it.
We’re building CoachClaw, a private, persistent extension of your human coach, sitting in the 167 hours a week you’re not in session with them. In beta with our own clients.
AI runs through everything we do right now. We’re using it inside our coaching practice. We’re building CoachClaw with it. And a meaningful share of our coaching clients are themselves building AI products — so we’re in the AI conversation from the user side, the builder side, and the leadership side, all at once.