Where does AI change your numbers first? I work it out before you build anything.

For founders and small teams.

Where the value lasts

If customers only pay you for the output, like a dashboard, a report, a summary or an answer, AI tools will soon give it to them for less. And whatever AI makes cheaper for you, it makes cheaper for your competitors too. So I look at what comes before the model:

  • the real problem your customer has, not just the task
  • the information only you collect
  • the moment the work starts, like a handover or a request
  • the steps your customers have built around you

That’s where to put your money.

In practice

GrönLoop, Swedish circular-economy startup. Ongoing.

The company works where waste passes from one company to another. The product was in reporting, and AI tools are starting to write reports for free. So we moved it to the handover itself, where the data is first created. I set up the first version and ran the pilots. We held off building a full interface and took “AI-first” out of the pitch. Next: an AI agent at each handover, so no company has to log in to someone else’s system.

Read the case study

Work with me

Fixed price, agreed before we start.

Taking new work from March 2027

One question, answered

For founders and small teams

01 / 04

Should we build it, and when does it pay back?

Bring one decision. You get a short written answer: cost, savings, payback.

Ongoing advisory

For founders and small teams

02 / 04

What do we build now, and what can wait?

Part-time, month to month: product direction, positioning, pricing, and what stays manual.

First working version

For founders and small teams

03 / 04

We have a plan and nobody to build it.

I build the first working version, so your team can test it with real users.

Mentoring

For individuals

04 / 04

What’s my next step, and who pays for it?

1:1 sessions for experienced people: your path, your offer, and how to make it pay.

Topics: business and positioning (what to sell, to whom and at what price), your next move, design thinking, interviews.

See sessions and prices

How I work

  1. 01Find what’s worth changing
  2. 02Price it: hours, money, payback
  3. 03Choose what goes first
  4. 04Build the first version with your team

Why me

With my main client I’m moving the product out of reporting before reporting becomes something anyone can get for free. Before that I led the product at Fyma, a computer-vision AI startup, from early research to launch. I also worked on product at Guardtime, for clients including NATO. Its blockchain is used by governments, Lockheed Martin and Verizon. I still build software myself, and that’s where my cost estimates come from.

Get in touch

A product, a plan, or your next step. Let's talk. 

Taking new work from March 2027. Let's talk.

Business, strategy, building and mentoring. For founders, small teams and anyone finding their way.

Move them around.