About
Operator, not commentator.
I run my businesses on a team of AI agents, and I'm building ShoUp in public: an AI that checks in on coaching clients so they don't drift.
Everything on this site comes from work I actually run. The day job is eTourism, a tourism marketing agency on the Gold Coast. The build is ShoUp, an AI that calls a coach's clients between sessions, in the coach's own voice, and asks how they went. Between the two sits an agent team with real jobs: inbox, tickets, books, content, servers, scorecards.
The essays and notes here are the record of that work: what shipped, what broke, and what it cost. Drafted with the team, every word approved by me.