I Build the AI.
Then I Help You Run It.

Why I Started Headway Co

Every business owner I meet is doing admin at night. Quoting after dinner. Chasing invoices on a Sunday. Typing the same job details into three different systems because none of them talk to each other. None of it is the work they started the business to do — but all of it still has to happen.

My background is a bit unusual for this work. I started my career as a British Army officer — thirteen years in an environment where clarity of purpose, structured execution and accountability aren't optional. They're how things get done. That way of thinking has shaped everything I've built since.

After the Army I moved into senior commercial leadership, most recently as Director of Marketing APAC for a global medical device business, running teams and budgets across 11 countries. Large organisations, complex systems, real commercial pressure. And the lesson that stuck with me was this: the biggest gains almost never came from buying a new tool. They came from removing friction nobody had stopped to question.

So most people start with me the same way. I find the admin eating the most hours in your business, build the AI that does it instead, and hand it over — wired into your systems, tested on real jobs, with your team trained on it. Fixed price, from $1,500 + GST. It's deliberately contained, because I'd rather prove it than pitch it.

That's the front door, though — not the whole business. Once something is genuinely working, the questions get bigger. How do we roll this out across the team? Who's accountable for it? What are the rules? Is our data safe? How do we train people to use it properly? That's the work I do next: AI strategy and implementation, governance and training — plus ongoing monthly support to keep improving what's running and build the next thing.

Most of my clients are South East Queensland businesses, though the work happens Australia-wide.

I also run my own business on exactly what I build. Invoices, receipts, document filing, content scheduling — automated end to end. I don't recommend anything I haven't tested on myself first, and I'll tell you plainly when AI isn't the answer. Sometimes the honest fix is a better process, not a smarter tool.

And when you work with Headway, you work with me. Not an account manager, not a junior team member. Me — on the call, in your systems, and on the hook for whether it actually works.