Businesses that win with AI don't have better tools. They think better.
Find your pathYou're hearing about AI everywhere. Some sounds transformative, most sounds like hype. You've tried a few tools. Nothing's stuck. You can't afford to get it wrong — and you don't have time to figure it out yourself.
I help you see where the real opportunities are in your specific business. What you do with that is yours to decide.
> SELECT PATH_01You've invested in tools — ChatGPT, Copilot, something else. Usage is patchy. Results are inconsistent. Some people are enthusiastic, most are ignoring it. You need your team to actually get good at this.
Your team builds the capability — I make sure they're building the right things, in the right order, without the expensive wrong turns.
> SELECT PATH_02You've built something real. But the way it runs right now, growth just means more of your time. More decisions through you. More fires. That's not a tool problem — it's a structural one. I'll help you see exactly where. What you do with that is up to you.
I come in, we map where the pressure is, and I guide you through what needs to change. Your business, your decisions — I just know the route.
> SELECT PATH_03"I want to learn this at my own pace."
No calls, no commitment. Join the community and build your AI capability on your own timeline.
"I want to know who I'm working with first."
Fair enough. What we do, how we think, and why it works — before you commit to anything.
You're not behind — you're just making a smart decision not to guess. Most businesses that get AI wrong don't fail because they were slow. They fail because they started with the wrong thing. This path is about making sure that doesn't happen to you.
// This isn't a report you'll read once and file. It's a working relationship. You bring the questions; I bring the pattern recognition.
Patchy adoption isn't a motivation problem — it's a clarity problem. People don't avoid tools they find useful. They avoid tools they don't understand, don't trust, or haven't been shown how to use in a way that actually fits their job. That's fixable.
// Works for teams of 5 to 500. The format adapts; the principle doesn't — practical skills, real context, lasting change.
This is the one that costs the most — and solves the most. If growth keeps flowing back to you, it's not a people problem or a tools problem. It's a structural problem. I'll help you see exactly where the bottlenecks are and build the systems that change it.
// Your business, your decisions. I just know where to look and what to build. The goal is that you stop being the constraint on your own growth.
Not everyone needs a call. Some people just need the right structure, the right community, and the space to figure it out properly without pressure. That's what this is.
// No calls required. No commitments. Cancel any time. If you outgrow it and want something more hands-on, the other paths will still be here.
I'm self-taught. No degree. I learned by building things — sometimes well, more often by making expensive mistakes and figuring out what they actually meant.
I built the technology that powered Watchfinder from the ground up — the back-office systems, the service centre, the e-commerce & retail platform, and the global rollout. We grew from a startup to £150M in turnover, 200+ staff, and stores across the world. In 2018, we were acquired by Richemont. Sunday Times Fast Track 100, three years running. Retail Hero of the Year. The works.
What that taught me isn't how impressive scale feels. It's how many near-misses we had along the way. How easy it is to optimise the wrong thing. How much damage a bad decision makes when it's baked into your systems. I know where the traps are because I've been in most of them.
Squared Lemons exists because most businesses are being sold tools when they need thinking. I want to be the person I wish I'd had access to earlier — someone who's seen what good looks like at scale, and can help you get there without the expensive detours.
The measure of good work here is that eventually, you don't need me.
The tool is never the strategy.
AI is a multiplier. What it multiplies is whatever you've already built. We start with your business model, your constraints, your actual problem — then we figure out where the tools fit.
We don't have a deck full of frameworks. We have scar tissue.
Twenty years of building real things — the kind that had to work on Monday morning or people didn't get paid. That's what we bring. Not theory. Not a slide deck. Pattern recognition from doing it.
Our exit strategy is making ourselves unnecessary.
We're not building a retainer business that needs you to stay confused. We want you to leave knowing more than when you arrived — and capable of doing it without us. That's what success looks like here.
AI won't fix a broken proposition. We'll tell you if that's the problem.
If the issue is your market, your model, or your positioning — no amount of automation helps. We'd rather tell you that in the first conversation than take your money and deliver nothing useful.
30 minutes. You tell me where you are — I'll tell you honestly whether and how I can help.
// No pitch. No deck. No obligation.
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