The judgment to know what not to build.

Capability is cheap; judgment is the constraint

Every vendor will tell you their tool is essential. The real question — the expensive one to get wrong — is which two or three moves actually matter for your business this year, and which shiny initiatives will burn a quarter and ship nothing. That is a judgment problem, and judgment comes from having watched the same pattern play out before.

I co-founded Urchin, which Google rebuilt into Google Analytics, and have spent the years since operating through every platform shift as a founder, CMO, and CRO. AI Strategy & Consulting puts that pattern recognition in the room with your team when the decisions are being made.

What we decide together

We build a focused AI roadmap for marketing and growth — sequenced by impact, not novelty. We make the build-vs-buy calls (what’s worth owning, what to rent), the automate-vs-human calls (where autonomy compounds, where it creates risk), and the vendor calls (what actually earns its line item once the demo wears off).

The output isn’t a slide deck that ages in a drawer. It’s a prioritized plan your team can execute, with the reasoning attached so you can adapt it as the ground shifts — and it shifts constantly.

Senior, direct, conflict-aware

You work directly with the person who has actually built and operated these systems — not an account manager relaying notes. And because Avakata also builds, the advice is grounded in what genuinely ships and lasts, with the trade-offs named honestly, including when the right answer is “don’t build that.”