I built Headway so it wouldn’t
take my family from me.
That wasn’t a nice-to-have I got around to once things settled down. It was the design brief. Headway runs on the same thing I sell you — a small number of specific, well-scoped systems that do the work I’d otherwise be doing at 9pm.
Book a free callHere’s what they actually are.
I spent years doing this work the long way.
In roles where being thorough meant working evenings. When I started my own business I decided not to rebuild that version of it.
So the question I asked wasn’t “what could AI do here?” It was “which specific tasks are eating my week, and which of them can be done by something that drafts while I decide?”
That’s the same question I ask on day one of a Workflow Sprint. These are my own answers to it.
Three of them. That’s all it takes.
One
Proposals and scoping
A discovery call produces a transcript. From there, my system reads it against everything it knows about how I work and what I’ve scoped before, sorts what’s being asked into defined pieces of work, matches those against proposals I’ve already built and priced, and drafts the whole thing — costed, sequenced, and with a recommended priority order if the client hasn’t given one. Where something genuinely needs my judgement, it stops and asks me.
To be clear about what that means, if you’ve ever had a proposal from me: the system assembles it. The thinking in it is mine, and I have read every line before it reached you.
A proposal of that depth — the research, the scoping, the fully worked-through application of what I’m proposing — would take well over a week of full-time work to write by hand. Which is the real point. I wouldn’t write it. Nobody spends a week on a proposal that might not close.
So the honest before isn’t “it was slower”. It’s that the thorough version never got written, and clients got the thin one. Now it lands as a full draft, and I spend my time on the thinking rather than the assembly.
If you send quotes, proposals or scopes of work, this is the same machine with your numbers in it.
Two
Pitch decks
A good pitch deck used to take me two days. Not because slides are hard, but because a deck that actually argues something takes structure, evidence and rewriting.
Now it’s under an hour, draft to finished. Same work, same standard — the difference is that I’m editing an argument instead of building one from an empty page.
If your team rebuilds board packs, tender responses or client presentations from scratch every time, this is the one to look at.
Three
Website and SEO
This site is hand-coded on Squarespace — an odd-sounding combination until you see the reason for it. I get a hosted platform that doesn’t fall over, and complete control of the code underneath.
That control is what makes the rest possible. When I want the site reviewed, I ask, and it runs a full SEO analysis: where rankings are slipping, what content is missing, where a page is getting visitors but not enquiries. Then it makes the changes in the code itself. I don’t go hunting through markup to fix a heading.
Nothing goes live until I’ve read it. It’s a public shopfront with my name on it. The system does the analysis and the work; I decide what ships.
If your website hasn’t meaningfully changed since the day it was built, it’s because nobody has time to touch it. That’s this.
Where I still decide
Nothing goes to a client that I haven’t read.
Every one of these produces a draft, not a decision. The proposal is priced by a system and approved by me. The deck argues what I tell it to argue. The site changes when I say so.
That isn’t caution about the technology — it’s what makes it usable. A system that needs no review is a system nobody can be accountable for, and I’d rather be accountable.
The work these do is the retrieval, the structuring and the assembly. The judgement is the part you’re paying me for, and it hasn’t moved.
I’m not selling you a faster version of your admin.
I’m selling you what I built for myself: a business that keeps running to a standard I’m happy with, without needing me at the desk to make it happen.
I didn’t build all of this in a fortnight. Two weeks gets you the first one. Then you’ll know what the second one should be.
Which task is eating your week?
Tell me what your team does by hand that they shouldn’t. If there’s a system in it, I’ll tell you what it would take. If there isn’t, I’ll tell you that too.
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