Stop guessing – start learning how your mind operates. Turn it into the competitive advantage most founders never build.
A Hard Truth
You’ve already done what most never will. You’ve stayed in the fight. You’ve persevered. And yet you still feel stuck — in the work, in the growth, in yourself. That’s not you failing — but hitting the edge of what your current operating system can solve for. What you’re facing are unknown unknowns — and the limits of a mind evolved for another time.
I help founders get unstuck. Through a process that shows you how your mind actually operates, how to take ownership of it, and how to build that into competitive advantages that get you where you want to be.
The Mind Model
Most founders try to outwork what they can’t yet see. But hard work and perseverance alone don’t get you there. The mind isn’t broken by force — it’s understood through the right system. With the right map, tools, and inputs, you can operate it instead of fighting it.
The Mind Model is a working map of how your mind actually runs. Three layers. Each one shaping your decisions, your energy, and your edge — whether you’re aware of it or not.
Understand the model. Take ownership of it. Transform your mind into the kind of edge most founders will never have.
The conscious mind. Your thinking, your deliberate decisions, your executive function. The layer you believe is running the show — and the only layer most founders ever try to upgrade.
95% of your mind’s energy and processing power operates in the subconscious. Your biases, inherited scripts, and automated subroutines. The layer that’s actually making most of your decisions before your conscious mind even is aware.
The substrate underneath it all. Your nervous system, your sleep, your energy, and the physiology that determines whether the other two layers can function at all. Ignore this layer, and the rest doesn’t matter.
Who I Am
— strategist, consultant, and operator. For over 20 years, I’ve worked with founders and small business owners on the work that matters most: their own.
My background sits at the intersection of business, neuroscience, and behavioral science. I hold a JD and an MBA. I’m the founder of We Unf*ck, a consulting firm that helps ambitious businesses scale without breaking the operators running them. I’m also the author of Minerals Revolution and the founder of We Optimize Wellness, where I’ve spent years writing about the physical foundation that makes the rest of this work possible.
This site is where the operator-level work lives. The thinking, the frameworks, the writing, the long arc of becoming the kind of founder the business actually needs.