The person behind Rethink Works

I've spent 25 years at the sharp end of technology — the bit where good ideas either get built and used, or quietly die in a slide deck.

I started in the mid-90s writing software for airport systems. I could see the internet was about to change everything, so I jumped to a startup on nothing more than "I'm a fast learner" — and spent the next seven years building payment systems, music streaming and video platforms before most people had broadband.

In 2008 I was delivering AI-powered text analysis tools for media companies — helping publishers automatically tag, categorise and surface content from millions of articles. This was well before "AI" became a boardroom conversation. What I learned then still holds: the technology is rarely the hard part. Getting people to actually change how they work is.

I then spent 15 years at the BBC, running programmes across iPlayer, BBC Sounds, News and Sport. Hundreds of people, dozens of teams, portfolios worth tens of millions. A lot of that work was about making new technology land properly inside a large organisation — not just shipping software, but shifting how people work.

Rethink Works came from watching businesses struggle with the same problem: they know AI is important, they've tried a few things, but nothing has really stuck. The advice they're getting is either too abstract or too technical. I built this to give smaller businesses the kind of structured, practical help that usually only large organisations can afford.

What I bring

• I've been through these technology shifts before and know what they actually require
• I use AI tools every day, so the advice is grounded in what works now
• I know how to make change stick inside real organisations, not just on paper
• 25 years of making complex things ship, on time, with real teams