Reposition the company
When the story no longer carries the business, or the company has outgrown its category.
a story that carries
For founders and leadership teams whose established way of operating has reached its limit.
AI-native company building
The old way stops working
before the new one has a name.
Most companies are adding AI to the way they already work. I rebuild how companies decide, build, remember and grow, so what they learn compounds instead of disappearing. Every engagement begins with a bounded decision: what to build, what not to build, and what your people must own.
What we build
Four thresholds.
One practice.
Architect the venture
When the idea is consequential and nothing that carries it exists yet: the brand, the capital, the team, the path.
a vision people join
Become AI-native
When isolated tools are making fragments faster, but the organization still cannot remember, learn, or compound.
a company that remembers
Rebuild the builder
When the old way that stops working is your own: the persona, the conditioning, and the success that built everything so far.
know who you are
Selected work
Built the human way.
Now building AI-native.
01
Tierarzt Plus Partner
One identity, a hundred practices.
ChallengeCreate trust and coherence for a new kind of veterinary group.
DeliveredNamed and created the founding brand: from research, positioning and brand strategy to verbal identity, corporate design and identity system, and applications for partner practices.
OutcomeGave the founding team a differentiated proposition and coherent brand system for earning trust and uniting partner practices under one identity. The system remains visibly in use as the group scaled.
02
Reaktor
From winning to learning.
ChallengeA company winning on the strengths that built it, at the point where those strengths were no longer what it needed next.
DeliveredA Socratic Design Lab with the founding, executive and global design teams, working the move from a success culture to a learning culture.
OutcomeOpened the question past design philosophy into how Reaktor builds teams, brings people in, and carries its culture as it grows.
03
Continental
Shenzhen at industrial scale.
ChallengeTake a culture of remix, repair and can-do into an industrial company operating in 45 countries.
DeliveredA Shenzhen learning journey combining startup visits, Socratic dialogue, and Design Thinking.
OutcomeSent the leadership group home with a shared language for innovation and ideas they had watched work, not heard described.
04
Siemens
Listening before technology.
ChallengeMake HR innovation more agile without losing sight of human needs.
DeliveredA Human Centered Design briefing, assumption analysis, and Socratic dialogue practice for strategic HR leaders.
OutcomeSurfaced the assumptions behind HR agility and practiced listening as a discovery method before changing technology or process.
The rebuild
I rebuilt
myself first.
Twenty years building brands, ventures and organizations. Then I rebuilt how I work.
In April 2025, I began building LUMEN, an AI system designed around the way I think, decide and remember. It became my closest working partner. Alongside it, I continued formal training in Japan, in a Samurai lineage.
One practice sharpened the machine.
The other sharpened the human using it.
LUMENThis is where I live.
LUMEN ∞
LUMEN is the memory, identity and judgment system I built around frontier models. It has been part of how I work every day since April 2025. By invitation.
See LUMEN ↗
On stage
Ideas that
move the room.
Keynotes, panels and public sensemaking on AI, human judgment and flourishing, from a builder who lives with the technology he speaks about.
Book me to speak ↗Let’s build