Ex-firefighter. Founder, My Digital Group.

Build systems that work when everything's on fire.

Practical AI and automation for Australian service businesses. I install them in my own six companies first. If a system doesn't hold up in my P&L, it doesn't ship to yours.

Book a Systems Audit The Operator's Brief

Trusted by tradies, beauty studios, gyms, property teams

The Thesis

Three rules I run every business on.

These are not slogans. They are the operator-AI philosophy I install before any system goes in.

Goal first. AI second.

AI is the biggest productivity unlock of our generation. Anyone not using it falls behind. But AI without a goal becomes a loop. Set the outcome first. Work backwards to the prompt. Ship.

Launch, don't loop.

Ship at 85%. The feedback that matters comes from the market, not the model. You are producing outcomes, not art.

AI alone doesn't work.

Context + integration + voice. Out-of-box AI is a toy. AI inside a Brand Blueprint and a connected platform is a system. If it could be said by any AI consultant, rewrite it.

The Portfolio