Bruce has been working with business owners for over 50 years. He has built businesses, sold businesses, advised businesses through growth and through crisis. He has seen every management trend, every technology wave, and every piece of advice that turned out to be wrong.
He came to AI the same way most business owners do — sceptical, then curious, then convinced. Not because of the hype, but because he watched it solve real problems for real businesses in ways that nothing else had.
The 12X Decision Framework is his life's work — a structured approach to making better decisions faster, built from 50 years of watching what separates businesses that grow from businesses that stall. The AI Diagnostic applies that same framework to the question of where AI fits in your business.
He is based in Australia. He is a straight talker. He charges a fair price. And if AI is not right for your business, he will tell you before you spend a dollar.
Specialists who deliver the work.
When your engagement requires technical, creative, or legal expertise, we bring in the right specialist. Every person on this team has been working with Bruce for years.
The Architect
Software & Technical BuildWhen an AI implementation requires custom development — integrations, automations, or bespoke tools — The Architect handles the build. Enterprise-grade capability applied to local business problems.
The Voice
Marketing & CommunicationsEnsures the AI-generated content sounds like your business, not like a robot. Sets up content workflows, trains the AI on your voice, and makes sure what comes out is something you are proud to put your name on.
The Visual Director
Design & BrandWhen your AI implementation touches customer-facing materials — websites, social graphics, proposals — The Visual Director ensures everything looks the part.
The Lens
Video & MediaFor businesses using video as part of their AI content strategy — short-form social, explainer videos, client testimonials — The Lens handles production and editing.
The Sound Director
Audio & PodcastFor businesses building audio content — podcasts, voice-based AI tools, audio branding — The Sound Director brings broadcast-quality production to local business budgets.
The Counsel
Legal AdvisoryAI raises real legal questions — data privacy, terms of service, intellectual property. The Counsel ensures your AI implementation is built on solid legal ground.
The AI engine behind the work.
12X Studio runs on a proprietary AI system — a personal knowledge management engine that processes research, drafts documents, and models decisions at machine speed. This is what lets a small team deliver results that used to require a large one.
Research & Intelligence
Deep market research, competitive analysis, and industry data — processed and structured in minutes, not days.
Document Production
Diagnostic reports, opportunity maps, implementation plans — drafted at speed, reviewed and refined by Bruce before delivery.
Decision Support
Scenario modelling and structured decision analysis using the 12X Framework — applied to your specific business situation.