Helping teams turn emerging technology into lasting commercial advantage.
Innovation only compounds when people adopt it.
Most AI tooling fails because the people building it optimise for capability, not for adoption. The hard work is making the tool fit the operating rhythm of the team that has to run it every day. When you get that right, the productivity gains compound. When you don't, you have a demo, not a deployment. I spend my time on the part of the work that determines which one you end up with.
12 months of Skills, Agents and Projects inside a national systems integrator. Three patterns, three things I got wrong, what's next.
Read essay ArticleWhy capability-first thinking is the most expensive mistake in the current AI cycle, and four design choices that change the adoption curve.
Read article Template + EssayA working sales coaching template with synthetic data, plus the six design choices behind it. Fork it for your own pipeline source.
Open templateI lead digital pre-sales and innovation across Brennan's national practice, spanning Dynamics 365, Data and AI on Microsoft Fabric, custom applications and the broader Microsoft stack. The work sits at the intersection of three things: building AI-enabled tools that the team actually adopts, instilling commercial discipline in how the business pursues opportunities, and co-leading an Innovation Centre that turns ideas into operating rhythm.
The arc that brought me here: founded a digital consultancy in 2010, led social and digital practices at brand-name agencies through the early 2010s, ran specialist platform sales at Salesforce across data, personalisation and federal government, then joined Brennan in 2024. I was promoted into the Digital Solutions Lead role within 18 months. The throughline is the same in every chapter: the technology is rarely the hard part, earning adoption is.
I write here when I have something useful to say about innovation, adoption or the operating systems that make AI investment stick. If any of it lands for you, I'd love to compare notes.
Previously: Salesforce (Sydney, Canberra) · Amicus Digital (Merkle/Dentsu Aegis) · KWP! Advertising · Sweet Cheeks Photo Booth (co-founder) · Twillyon Social Media Solutions (founder)
Open to conversations about innovation leadership roles, AI adoption challenges and the operating systems behind both.