I'm Dan. I help small businesses make sense of AI.

How I got here

I didn't start out in tech. I started in hospitality, where you learn quickly that good service comes down to paying attention, solving problems and not making life harder than it needs to be.

Later, I began helping my wife with websites and online work. Her clients started asking me for help too. One project led to another, and I found that I really enjoyed fixing the fiddly problems that slow a business down.

When AI tools became more useful, I saw the same problem everywhere. Business owners were being told they had to change everything, when most of them simply needed one sensible place to start. Helping them find that starting point is what I do now.

My approach

I'm not interested in adding AI just because it is fashionable. Sometimes a better form, a simple template or a small change to the way a job is handled will do more good.

If AI is the right tool, I'll explain what it will do, what it won't do and where a person should stay involved. Then we build the smallest useful version, test it with real work and improve it from there.

What matters to me

• Useful before impressive. A small tool that gets used is better than a clever one that doesn't.
• Talk like a person. You shouldn't need a technical dictionary to understand your own project.
• Keep people in control. AI can help with the work, but important decisions still need a human.
• Make it worth the effort. The result should save time, reduce hassle or help the business earn more.