I lived the problem before I built for it.
I spent thirteen years building distributed field organisations from the inside, recruiting, onboarding, coaching and leading teams whose results depended entirely on whether ordinary people took consistent action. Across that time I reached the top of two global companies' compensation plans, which taught me something more useful than the rank itself: the difference between the people who executed and the people who stalled was almost never knowledge, talent or desire.
Everyone had been to the same trainings. Everyone had the same scripts, the same products, the same events. What separated outcomes was whether someone, usually a leader with limited hours, was there at the right moment to say: do this, next, today. Execution was a system, and almost nobody was building one.
The industry taught everyone what to do. I became obsessed with what makes people actually do it.
First I built systems for my teams. Then for everyone else's.
Long before it was a business, systems-building was how I led. Onboarding journeys, launch plans, follow-up frameworks, content engines, built for my own organisations, refined against real behaviour, rebuilt when they failed. Over the years that work spread: I designed and gave away systems that other leaders' organisations ran on.
Eventually the pattern demanded formalising. The Field Activation Audit turned thirteen years of pattern recognition into a repeatable executive diagnostic. Consulting engagements, including a 90-day onboarding transformation for a global wellness organisation, applied it at enterprise scale. And the diagnostic kept returning the same finding: organisations don't need more content. They need a system that sits inside the workflow and prompts the next action.
So I built the system the findings described.
Duply is that system: an execution operating system with a decision engine, AI orchestration, user memory, behavioural sequencing and automation at its core. Ask Duply is its flagship interface, an AI coach in production with live users. The Glow Project applies the same architecture to a consumer community of 152,000+. The 3B Program applies it to field enablement and customer retention. Different audiences, different economics, one intelligence layer.
That's the throughline of everything on this site: consulting and product as one body of R&D, every engagement strengthening the architecture the next one runs on.
Four principles, applied everywhere.
- Behaviour first, technology second. Every design starts with the question "what should this person do next, and what stops them?", then works backwards to the system.
- Diagnose before building. A scored diagnostic beats an opinion, and the repeated findings become the requirements for what gets built.
- Ship small loops. Concept to deployment in tight cycles, with live feedback shaping every release, because an AI system's value is decided by how it improves after launch.
- Governance is a design input. Applying an organisation's standards where content and decisions are generated, not reviewing them after the fact.
South East Queensland, Australia.
I'm based in South East Queensland, Australia. I build alongside my partner Samantha, practitioner and voice of the Glow Project, and I still think the best product research in the world is a long conversation with someone trying to make something work.