AI won’t fix your org.
I will.
Every stalled AI rollout, every strategy stuck in a deck, every innovation that never launched has the same bottleneck: the org. I’ve spent 20 years clearing it, from building IDEO’s org design practice to today’s AI transformations.
$50M
Unlocked by one home-grown AI pilot at a $30B logistics company.
Nineteen AI initiatives were running at once, with no clear way to tell which deserved scale. We mapped the real back-office workflows across FP&A, Capital Markets, and Accounting — and found the best builds were already happening inside the firm. One analyst’s pilot unlocked $50M on its own. My job wasn’t to build it — it was to find it, back it, and make it easy for the whole firm to copy.
12,000
Campaigns a year at a $6B beauty retailer. Up from 12.
The bottleneck wasn’t creativity — it was the operating model. We rewired how Creative, Media, and Compliance work together in an AI-powered production, so every campaign clears review without a committee. A 1000x increase in output, with brand and legal standards intact.
93%
Fewer service escalations at a top US wealth platform.
One in five advisor calls was escalating to a VP. We built a Service Lab — an experiment-driven unit that prototyped fixes weekly.. Escalations fell 93% while satisfaction rose. Harvard Business Review wrote the story up (they anonymized the client; so do we).
$100M
Year one, after reframing a CPG giant’s failed e-commerce platform as a marketplace.
A Latin American consumer-goods leader spent $1M on a B2B e-commerce platform that wasn’t selling. The problem wasn’t the software — it was the frame. We rebuilt it as a marketplace backed by a consulting sales force, and it did $100M in its first year.
I reframe the problem before I redesign the work.
How I think →
The blog: opinionated, specific, allergic to consultant-speak. Start with “Stop roadmapping. Start fixing.”
Let’s talk →
Bring your thorniest workflow. 30 minutes — you leave with a sharper frame, free either way.
I like orgs.
Really. The messy, human, who-decides-what machinery that strategy decks skip and AI vendors ignore — that's where the real work happens. I started out as a graphic designer because I wanted to move people. I became an org designer when I figured out that organizations are how you start movements.
Thirteen years building IDEO's global org design practice — much of it turning innovation labs and high-growth product orgs into Product and Design teams that ship.
Stanford MBA (and teaching fellow and lecturer). 50+ engagements across Big Tech, Big Food, Big Pharma, and other Biggies. Now independent — faster, leaner, and armed with the best tools this job has ever had. I like orgs. I'd like to see yours.
Clients along the way — Moderna · Zalando · Meta · KraftHeinz · Toyota · Mozilla · LPL Financial · and more · LinkedIn ↗
