Built for my own organization first.
I don't have a client logo wall, and I'd rather say that than manufacture one. What I have is two systems I built, run, and depend on myself — which is a harder test than a pilot someone else paid for.
Recruiting an advisory board of tenured professors
A non-profit needed senior academics on its advisory board. Tenured professors are one of the hardest audiences to reach cold — high volume of requests, low tolerance for anything generic, and no incentive to reply.
Sending the same message to everyone was never going to work. Writing a genuinely researched approach for each person, by hand, would have taken weeks nobody had.
So the research and the drafting were automated, and the judgement was not. Each prospect's public profile was read, an approach written specific to their field and their department, and supporting material generated to match. The one step that stayed human was the conversation itself.
- Profile read and background researched, per person
- An approach written for their specific field, not a template
- Supporting material built to match their department
- Everything filed — spreadsheet, CRM record, per-person folder
- Sequencing paced so nothing looked mass-sent
What stayed human
Every reply was read by a person. Every conversation was had by a person. The system did the preparation, not the relationship.
Where this is honest: this was work for an organization I'm part of, not a paying external client. I'm showing it because it demonstrates the approach on a genuinely difficult audience — and because I'd rather show you real internal work than dress up a hypothetical as a case study.
The lead response system, running on itself
Seven channels in, one conversation history per person, bookings written to a real calendar, and follow-up that continues until there's an answer either way.
It has been running since May 2026. Not as a demo — as the thing that actually handles enquiries, including the one that booked this call if you book one.
The booking flow on this website is the same system. The confirmation you get, the reminder before the call, the recap afterwards — that's the product, not a description of it.
What I learned building it
Answering is easy. Persisting is the product. Almost every tool on the market replies once and stops. The bookings come from the third and fourth message, and building those properly took longer than building the first.
The interesting failures are silent. Things that ran, reported success, and did the wrong thing — a reminder timed from the wrong date, an alert that re-fired every hour. Those were found by systematic review, not by anything breaking.
Restraint has to be built in. Caps on messages, consent checked before every send, a hard stop the moment someone replies. If those are optional, they eventually get skipped.
The next case study has a client's name on it.
I'm taking on a small number of businesses now. Early ones get more of my attention than later ones will, and I'll be straight with you about whether it's worth doing at all.
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