Current Work
One thesis, tested three ways.
The businesses that win the next decade are the ones AI tools can find, understand, and trust. I'm building for that shift as a founder, a publisher, and a consultant — so when I advise on it, the advice comes from operating experience, not theory.
Founder · proofsignal.biz
Proof Signal
The problem
Customers used to find local businesses on Google. Now they ask ChatGPT, Claude, and Google AI for a recommendation — and most small business websites have none of the signals those tools look for. Good businesses are invisible not because they aren't good, but because their sites don't speak the AI's language.
What I built
Proof Signal audits websites against the three things AI needs — Found, Understood, Trusted — then fixes what's broken and monitors month over month as AI tools and competitors change. A free FUT Score tool shows any business where it stands in 60 seconds, and a real person, not a robot, translates every report into plain English.
The product line now includes Proofactory, an instant website builder for small businesses that don't have a site at all but need one fast to establish online visibility.
What it proves
Turning an AI-era insight into a productized service that non-technical buyers understand and pay for: offer architecture, positioning, pricing, and delivery — the full stack of the strategy work I advise on.
Founder · igloocubes.com
Igloocubes
The problem
AI tools cite content that answers real questions directly, in plain language, with structure machines can parse. Most content on the web does none of that — and most advice about "AI content" is untested opinion.
What I built
A daily answer-publishing platform: hundreds of plain-English answers to the questions people actually search, across a dozen categories from Home & DIY to Money to Small Business, with new answers shipped every morning.
What it proves
That I can run an AI-era content operation at volume — and it's a working lab. What gets discovered and cited on Igloocubes directly informs what Proof Signal recommends to clients. The advice is tested here before anyone pays for it.
Consultant · industrialprocessequip.com
Industrial Process Equipment
The problem
IPE, a Seattle-based distributor of sanitary pumping and conveying equipment for food processing, was running on a simple 2020-era website — thin content, no structure, and nothing an AI tool could use to understand or recommend the business.
What I did
Rebuilt the site end to end: new information architecture, fully rewritten copy across every product line and industry, a direct-answer FAQ built around the questions plant managers actually ask, and the structured signals — schema, specifications, plain-language summaries — that AI crawlers need.
What it proves
The Proof Signal methodology applied to a real client in an unglamorous, technical industry — and a live example of what "Found, Understood, Trusted" looks like in practice.
Want this kind of work applied to your business?
Whether it's product strategy, AI visibility, or a full rethink of how your business shows up online — the first step is a conversation.