July 17, 2026
What I built when I couldn't hire
The first essay. What happened when the company I built needed more than I could buy and more than I could hire, and I had to decide what kind of founder I was going to be.
Read the essayWriting
The Business
Underneath.
What I learned building the systems, products, and AI workforce underneath an owner-led company. One substantial essay every other week. Free.
Why this exists
I spent two years building the operating capacity I could not hire: a CRM, a content system, 17 AI employees, the websites, and the operating system that holds a five-brand company together for one founder.
The Business Underneath is where I write about that work. The decisions, the tradeoffs, the mistakes, and the systems that came out of them. If you own a business that depends on you for everything, this is written for you.
One essay, every other week.
Straight to your inbox.