Hi, I’m Mitch
I build agentic software that helps founders run their businesses with less chaos, fewer manual decisions, and less dependence on themselves.
I’ve spent nearly 20 years building, scaling, acquiring, and fixing businesses. Along the way, I’ve managed more than $50 million in profitable ad spend and helped companies across many industries build better ways to grow.
Through all of it, I kept seeing the same pattern.
Most businesses don’t have an effort problem. They have a systems problem.
Important information gets lost. Decisions depend on the founder. Teams repeat the same work. Marketing, sales, operations, and finances function as separate parts instead of one connected system.
Growth creates more complexity. More complexity creates more work. Eventually, the business starts consuming the person who built it.
I’m working on a different model.
I build software agents that can capture information, organize knowledge, apply principles, recommend decisions, and carry out meaningful work.
The goal isn’t to remove people from business. It’s to remove the unnecessary work that keeps people from doing what they are uniquely good at.
Why This Matters to Me
I’ve spent most of my life trying to answer one question.
Why do some businesses create freedom while others consume the people who own them?
That question started with my family.
My dad was self-employed. Until I was about five years old, I went to work with him almost every day. I would ride on his back while he laid carpet and installed flooring.
We were extremely poor, but I didn’t know it. I was with my dad, and I was happy.
Then my parents started another business.
My mom moved into the office, my dad worked more than ever, and suddenly I was home alone most of the time. I felt unhappy, anxious, and confused.
The bright spot was visiting my grandparents.
My grandfather owned a business too, but his life looked completely different. He had money, but more importantly, he had time.
I couldn’t understand it.
My dad worked constantly and never seemed to get ahead. My grandfather owned a business and seemed free.
On one trip, my grandfather gave my parents an audio copy of Rich Dad Poor Dad for the drive home. I listened too.
For the first time, someone gave words to what I had been noticing. I thought my parents had finally heard what I heard. I believed everything would change.
But nothing changed.
That experience created an obsession that has followed me ever since.
I wanted to understand business, money, leverage, and the hidden systems that separate businesses that create freedom from businesses that create another job.
Learning the Hard Way
I started building businesses when I was young.
In my twenties, I had some early wins. I also made plenty of mistakes.
I chose the wrong offers. I hired the wrong people. I spent money in the wrong places. I made money, lost money, and experienced what happens when growth is built on a weak foundation.
Over time, I built and exited an agency, managed more than $50 million in profitable advertising, and helped dozens of businesses improve their marketing and growth.
I also started acquiring companies.
That gave me a different view of business. I wasn’t simply trying to generate more leads. I had to understand how the entire company worked.
The offer affected the marketing. The marketing affected sales. Sales affected fulfillment. Fulfillment affected retention. Every decision eventually showed up in the numbers.
I kept finding good businesses run by smart people who were trapped inside messy systems.
Their problems rarely came from a lack of ambition or effort. They came from information, decisions, and work moving through the business poorly.
That is the problem I became interested in solving.
From Business Systems to Software Agents
For years, I helped founders simplify their businesses by connecting their offers, marketing, numbers, and operations into one clear system.
Then AI changed what was possible.
Software no longer had to wait for someone to click a button or enter information into the right field. It could begin to understand context, remember what mattered, apply instructions, recommend actions, and complete parts of the work.
That opened the door to something much bigger than simple automation.
We can now build software agents that don’t just store information. They can help businesses think and act on it.
That is where I focus today.
I build agentic software designed to help founders capture what they know, make better decisions, automate repeatable work, and create businesses that are less dependent on them.
I also build these systems for myself.
One of my products began because I realized I was running my companies with AI while trying to manage my own life with willpower, scattered notes, and a task manager.
So I built an agent to help manage me.
It captures what I’m thinking, organizes it, connects it to my goals, and brings it back when it matters. Instead of giving me another list of tasks, it helps me understand what deserves my attention next.
That same principle guides all the products I build.
Technology should not give us more to manage. It should help us manage what already matters.
What I Believe
I believe most complexity is a symptom of something that has not been understood clearly enough.
I believe growth should make a business stronger, not simply bigger.
I believe a business should become less dependent on its founder as it succeeds.
I believe AI is most useful when it improves judgment, reduces unnecessary work, and gives people more time for the parts of life and business that require a human being.
Most importantly, I believe you should not have to choose between building a successful business and having a life you actually enjoy.
That belief shapes how I work, what I build, and how I live.
It is part of why I moved my family to Maui. I wanted us to spend more of our lives together doing the things we love instead of always talking about what we would do “one day.”
I’m not interested in using AI to help people fill every newly available hour with more work.
I’m interested in using it to create more freedom.
What I’m Building Now
Today, I build and invest in agentic software products that help people and businesses operate more intelligently.
I’m exploring how software agents can help us:
- Capture and organize knowledge
- Turn goals into clear actions
- Make better decisions from established principles
- Find problems before they become emergencies
- Carry out repeatable work
- Learn from results and improve over time
- Build businesses that can operate without constant founder involvement
I share what I’m learning as I build, including the ideas that work, the experiments that fail, and the principles I believe will shape the next generation of business software.
If you’re interested in building a business that can think, decide, and operate with less dependence on you, you’ll probably feel at home here.
Follow Along
Join my email list to follow what I’m building and learn how to apply agentic AI, clearer thinking, and better systems to your business.
No empty AI hype. No complicated theories for the sake of sounding smart.
Just practical ideas, honest experiments, and useful systems for building a business that works without consuming your life.