Thirty years around real work, real customers, real payroll, and decisions that have consequences.
Entrepreneur. Builder. Based on Lake Atitlán.
I spent twelve years in restaurants, including managing a brewpub in Portland. Then I built The Spinsterz from the ground up.
I ran it for roughly eighteen years, grew it into a seven-figure business, and eventually sold it.
Eighteen years is the part that matters. Eighteen years of making the decision, reading the numbers, answering the employee, choosing what to stop, and living with what happened next.
That was the lesson waiting at the end of The Spinsterz. The business worked. But the way I had built myself into it no longer did.
That distinction runs through everything I do now. Growth matters. Profit matters. So does what the business asks of the person who built it.
The right strategy has to work in the numbers and in the founder’s actual life.
I live in Tzununá, on Lake Atitlán. The ordinary version of life here is cacao in the morning, fruit from my own land, journaling, a workout, a walk through the jungle, a few hours in the garden, and dancing.
For a while, there was nothing left to fix. That space made something obvious: I still wanted to build. I just wanted the work to be useful, direct, and shaped differently.
So I started applying what thirty years in business had taught me to other founders and to a new generation of tools.
Offers, websites, conversion paths, email systems, and the marketing infrastructure that turns attention into revenue.
Processes, automations, and practical AI workflows that take recurring work off the founder’s plate.
I built Gnothia because I wanted a precise answer to how a person is wired—not another generic description written for a crowd. That same engine powers the Founder Advantage Blueprint.
I have been called blunt my whole life. That is fair. I do not think you hire me to soften every edge or pretend all possible answers are equally good.
I ask what you actually want. I look at the whole business. I explain my reasoning, challenge yours, and change course when the evidence says we were wrong.
Most of all, I like building. I am not coming in to hand you a deck and leave you with another twenty things to manage. I want to make the decision with you, then sit down and do the work.
