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 AI pilot at a $30B logistics company.
The firm had nineteen cost-cutting AI initiatives and no coherent strategy. We mapped the real back-office workflows across FP&A, Capital Markets, and Accounting, separated scalable use cases from shiny demos, and turned the winners into working pilots the whole firm could copy. One of them unlocked $50M by itself.
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 around AI-powered production, so every campaign clears review without a committee. A thousandfold increase in output, with the 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 instead of planning them quarterly. 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 had spent $2M on an e-commerce platform nobody used. The problem wasn’t the software — it was the frame. We rebuilt it as a marketplace backed by a consultative 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 — it’s where everything actually happens. I started as a graphic designer, became an org designer, and now lead AI transformations. One job the whole way: making work simple, beautiful, and smart.
Thirteen years building IDEO’s global org design practice — much of it shaping the Product and Design teams that yesterday’s innovation labs grew up into. (Rule of thumb: if you still have a VP of Innovation, you don’t have innovation.)
Stanford MBA (and lecturer). Fifty-plus engagements across Big Tech, Big Food, and Big Pharma. Now independent — faster, leaner, and armed with the best tools this job has ever had.
Clients along the way — Moderna · Zalando · Meta · KraftHeinz · Toyota · Mozilla · LPL Financial · and more · LinkedIn ↗
