Before the AI plan
You’re told you need an AI plan, and nobody has said what in the business it should change.
Making things got cheap. Deciding what is worth making did not.
I help founders and small teams decide what AI should change in their business, what it costs, and where it isn’t worth it.
Right now I’m advising GrönLoop, a Swedish circular-economy startup.
I’m a Guest Lecturer at the Estonian Academy of Arts, where I teach and shape curriculum.
I’m completing an Executive MBA in Artificial Intelligence at Arden University, UK, and building Jon.
I’m most drawn to work around wellness, education, equality, kids and deep tech.
How can I help?
Most AI money is lost on a decision made before anyone builds anything. That’s where I come in.
If one of these is your situation, tell me which one.
Move them around.
Before you spend
You’re about to invest in AI, and nobody knows what it should return, or when.
When AI eats your offer
Customers can now get part of what you sell for free. What’s left to charge for?
After the pilot
The pilot worked. Nobody can say what it changed in the numbers, or whether to scale it.
A real example: advising GrönLoop
We built a product that works. Soon nobody will need it.
GrönLoop, a Swedish startup I’ve advised from the start, helps companies record and report their waste, as the law requires.
Before
Target
73
of 100 used it only for reporting, never for the handovers between companies.
My advice
Don’t build another platform people have to log into. Put an AI agent at every handover that does the paperwork by itself.
AI makes a dashboard in minutes, but someone still has to do the paperwork at every handover.
My product
I’m building my own product too.
For my Executive MBA I wanted to learn efficiently, with methods that research backs. So I’m building Jon, a tool for learning in depth, where the AI never decides what you’ve learned. Six people now test it on their own material.
Teach-back
I’m a curious student. Explain the concept to me in your own words, and I’ll ask questions.
Statistics
- Correlation versus causation. I see it in papers all the time, but I couldn’t explain the difference. Can you?
- It’s when two things happen together, so one causes the other.
- Ice cream sales and drownings both rise every summer. Does one cause the other, or is something else behind both?
What I’m working on
Where my time goes right now.
I’ve advised GrönLoop from the start: I set up its first MVP and ran the pilots that validated the basics, and I advise on where the product goes next.
- Product direction and positioning
- What to build now and what to leave manual
- A two-track plan for revenue and long-term position
- Revised targets and a pricing approach
- Which regulations and partners the product has to fit
Jon, a tool for learning demanding material
Jon turns your own material into daily practice. You write your concepts in your own words, then Jon hides the source and asks you to explain them back from memory. It is built on a 2013 study that ranked ten ways of studying by evidence. Rereading and highlighting came out lowest. Jon uses the ones that came out highest.
- Retrieval, teach-back and spaced repetition, the methods with the strongest evidence behind them
- The material stays on screen while you build. It is hidden while you practise
- Jon reads your concepts against the source and tells you what you missed, but never writes them for you
- In testing with six people, on their own material
BTO, thesis defence grading at the Estonian Academy of Arts
Grading a thesis defence is usually a mess of paper sheets, private spreadsheets, and numbers reconciled after the fact. Evaluators can’t see where the committee stands, aggregates are calculated by hand, and the reasoning behind a grade is gone the moment the session ends. BTO replaced that with a single live system.
- Product definition and scope
- Interface and interaction design
- Built and shipped on my own
- Real-time grading for the whole committee
- Used at the Estonian Academy of Arts
Building something deliberately unglamorous. Not the work that looks impressive in a portfolio, but the work people actually need. It pulls together everything I already do, and it gives me the freedom to choose the rest.
I’m working out what design education should be now that AI does much of the making. I build courses on the Academy’s product design programme and use them to test what holds. My research and writing are where I work out which part of design survives automation, and what has to change in how it is taught.
- Course design and curriculum
- Product design, portfolio and product management
- Admissions and thesis committees
- Mentoring
Get in touch
A decision about AI you need to get right, or your next step. Let’s talk.
Taking new work from March 2027. Book a free call.Advice on AI and business decisions for founders and small teams, and a first working version when you need one. Mentoring for people working out their next step.
Move them around.
