The fleet
Twelve leads. Eight specialists. One hundred nine skills.
The leads own the areas. The specialists go deep. The skills are the documented, versioned procedures they actually run. Every one behind an approval gate.
The leads
Each owns one area of the business.
The original. Calendar, inbox triage, and the daily operating cadence.
Owns every primary agent. Routes each request to the right lead and holds the approval queue.
Offer, positioning, and channel strategy — the growth plan the fleet executes.
Owns the knowledge base. Validates what's true before anyone acts on it.
Sites, integrations, pipelines. Builds what the others spec.
Brand direction, hero concepts, and implementation-ready visual guidance.
Scripts, captions, articles, email — in my voice, from my positioning.
Books, cash, and margin reconciled against what actually closed — not platform ROAS.
Lead qualification, follow-up, proposals, pipeline.
Replies, retention, reviews — the customer's inbox, not mine.
Credentials, access, and the rules everyone else works inside.
The gate. Works hand in hand with Knox — nothing goes live until it passes both.
Specialists, under their leads
One channel each. All the way down.
A specialist owns one channel and reports up to a lead. This is how the fleet scales without the leads getting shallow.
Search-term mining, budget moves, conversion-tracking diagnosis.
Paid social planning, creative rotation, audience and budget moves.
Posting cadence, engagement, and what the channel is actually telling you.
Search visibility, technical fixes, and content gaps worth closing.
Flows, campaigns, segmentation — measured on revenue, not opens.
Product data, feeds, and catalog quality across Shopify stores.
Store operations: orders, apps, theme changes, discounts.
GA4, GTM, tracking — what actually happened, verified.
The skills library
113 skills. 11 areas.
A skill is a documented, versioned procedure an agent can run. The version numbers are the point: these have been used, broken, and fixed. Here’s the shape of the library; the full thing lives under Apps & Tools.
cloudflare-bot-traffic-management, marketing-data-access, paid-search-campaign-planning…
agent-fleet-api-cost-modeling, client-operations-incident-recovery, cloudflare-edge-operations…
arxiv, blocked-page-recovery, blogwatcher…
email-inbox-triage, email-voice-calibration, himalaya…
ai-assistant-personalization, airtable, box…
architecture-diagram, ascii-art, ascii-video…
gif-search, public-media-retrieval, songsee…
claude-code, codex, computer-use…
dogfood, full-stack-feature-audit, hermes-agent-skill-authoring…
codebase-inspection, github-auth, github-code-review…
audiocraft-audio-generation, evaluating-llms-harness, huggingface-hub…
Every skill, filterable by area, with what it does and when to use it. Open to read; members get the released packs.
Three, in depth
What it does
Plans, audits, duplicates and launches paid Search campaigns from historical evidence, current account configuration, governed budgets and explicit protection boundaries.
Use it when
Launching or restructuring Google Ads Search without burning budget you can't get back.
What it does
The full website sequence, end to end: research, strategy, design, build, polish, QA, deploy, present. Each step carries evidence, a credential rule and a gate before the next.
Use it when
You want a site built the way an agency would build it, with the controls agencies often skip.
What it does
Designs and maintains agent identity: soul, operating doctrine, fleet roles, memory governance, project instructions, response styles and reusable skills.
Use it when
You're building an agent that has to behave like a colleague, not a chatbot.
Where this goes next
You have seen how mine is built. Now build yours.
Two ways in, and they are genuinely different jobs. One teaches you the system so you can build it on your own time. The other puts your business on the table in a weekly group call, and designs the agents around it live.
“I want to build it myself”
The community
$97/mo
Founding 50 lock $47 for life
The whole system, taught. How the fleet is structured, how the knowledge base gets built, and the skills behind it — with the receipts and examples from my own businesses.
- Tools, receipts, prompts and breakdowns
- A weekly live operating room
- Every skill in the library, as it ships
“I want help applying it to mine”
AI Agent Coaching
$247/mo
Weekly 60–90 minute group call
A weekly group call where we work on real businesses — mapping them and designing the agents around them, live. You bring yours, and you learn as much from the ones that aren’t yours.
- Weekly 60–90 minute group coaching call
- Live mapping and agent design, with feedback
- Community access included
Not sure which? Coaching includes the community, so starting there costs you nothing to change your mind.
Want me in the business rather than on a call? Sessions, agent builds and advisory →