Chris · Driving school owner
Started
Had dabbled in AI, never gone deep.
Now
Runs teams of agents and dashboards he built himself.
Fractional forward-deployed engineer · Builder Coach
Your friction is where AI should start.
Everyone knows AI could help. Almost nobody knows where to point it.
I help you find it, point AI at it, and teach your team to run it.
I learned to see friction the hard way. After losing my memory in 2020, every step cost me something, so I couldn't afford to ignore it. I still can't unsee it.
Sound familiar?
The friction has started to look like the job.
- DreadThere's a task you put off every week because you know exactly how long it takes.
- DelayWork waits on one person, one spreadsheet, or one system nobody fully understands.
- DifficultyEvery time you fix something, something else breaks.
- And AIYou know it could help. You don't know where to point it, or have the hours to find out.
Point AI at the wrong thing and you get faster emails and the same week. That's why I start with where it hurts.
How I work
Whatever the friction, the path is the same.
What gets built is different every time. One size fits one. The way we get there isn't, and it comes from how I rebuilt my own life. Zero to one first. Then, if you want it, the how.
-
1
Map what's really happening
Where the dread, delay and difficulty are. Your systems, your workarounds, and the steps nobody wrote down. Most AI work fails here, aimed at the wrong thing.
After my injury, my kids' memories were still in them. I had to learn how to get them out. Your team's know-how works the same way.
-
2
Define what good looks like
Right is subjective. What good means for your team is not what it means for anyone else, and naming it is the step the last vendor skipped.
Nothing came preloaded for me. I had to choose what good meant, on purpose.
-
3
Build it
Foundation first, then the automation. Built inside the work you already do.
I rebuilt my house and my brain in the same place, trade by trade.
-
4
Hand it back
You own what we built. Your mapped systems become projects your team can work in, and you can bring me back on demand.
You shouldn't have to lose your memory to learn this.
Met where they were
Four people. Four different builds. Same path.
Chris · Independent insurance adjuster
Started
Had never opened Claude.
Now
Three weeks later, his agents correctly tagged 144 photos on a practice claim and filed them into his systems. He runs a team of agents he owns.
Jim · Operations for a mortgage brokerage
Started
A working business with no website and no marketing systems.
Now
In under 24 hours he had a design kit, a live site and discoverability wired in.
An events business · CRM on GoHighLevel
Started
An account that grew faster than anyone could track: 53 workflows, 233 custom fields, 35,000 contacts. Two live workflows were failing and nobody knew.
Now
The team works from a blueprint of their own system, with agents that know it and can make configuration changes for them.
No vendor to protect.
I'm a systems engineer who has worked across a lot of platforms, usually as the person called when something breaks. I'm not tied to any of them.
No design bias.
Most people point AI at rewriting emails. I came to it with no picture of where it belongs, so I aim it at whatever is actually costing you: a system that needs mapping, or a morning brief that hands your bandwidth back.
Weeks, not months.
This work is fast. The first fixes land early, and your team learns to carry it forward as we go.
Yours to keep.
Everything that gets built belongs to you. I teach your team to fish, as far as they want to go.
Not ready for a call?
Start by teaching your AI your version of good.
Free · No email required · A few hours, done right
The Two Prompts
Two interviews your AI runs with you. You come out with a document that captures how you sound and one that captures how you work, so it stops guessing.
Get the two promptsReady-made builds are coming to the Shelf too. See what's coming
Questions
Before you book.
Where should my business start with AI?
Start with your friction, not a tool. Look for what you dread, what keeps getting delayed, and what's harder than it should be. That's where AI pays off first. Most teams have stopped noticing their friction, which is why picking the right thing is the first thing I do with you.
What is a fractional forward-deployed engineer?
Someone who works inside your real systems part time, finds what's worth fixing, builds it with you, and teaches your team to run it. That's how I work with clients at Whiterock Road. You get the engineer without the full-time hire, and you keep what gets built.
Have you worked with our system before?
Maybe, but that's not the point. I've worked across Salesforce and other CRMs, ERPs, applicant tracking, HR and payroll, and marketing and communications systems, often as the person called when things break. The real skill is knowing how to become the expert in any system fast, even one I've never touched, and then teaching your team to do the same.
How long does it take?
Weeks, not months. Mapping and defining what good looks like come first, and the first fixes land early.
Do you need access to our customer data?
Mapping looks at how your systems are set up and how the work moves through them. It doesn't mean exporting your customers' information.
What happens after the handoff?
Your mapped systems become projects your AI can work inside, so your team can fix and improve things on their own. When you want more hands, bring me in on demand to keep fixing and optimizing. It's a capacity transfer, not a dependency.
Choose to begin
Book a 30-min intro
A few weeks from now, this could be handled.
This work is fast. Your friction handled, and your team learning to carry it forward. Set future you and your future team up for success.