About
The journey so far.
Not a straight line. Every step pointed somewhere different, and I followed it. This is how I ended up here.
2015 to 2021
YouTube: MusicForHours
I started a few YouTube channels to test what would stick. Someone asked for a 10-hour version of a song and I saw a gap: long-form music with visualizers that actually react to what you're hearing, not just a static image looping in the background. I built it. The channel hit 100K subscribers and I got the Silver Play Button in the post.
I was building an audience, managing a content pipeline, and figuring out what people actually want before they know they want it. But media was never the destination.
What this taught me: find the gap, test fast, build for the person who asked.
First job in tech consulting
BC Technical Consultant at Xperit
Business Central technical consultancy for mid-market trading companies: buy, make, sell. Implementations, customisations, and making sure the system actually fit how the business worked. On the side, because I found it interesting, I picked up Power Platform: Power BI, Power Apps, Power Automate. It became a significant part of my time, but it was never the job title. Before AI was a topic at any company I worked at, I was already automating everything that felt repetitive. Not because I was told to, because I found it embarrassing to waste people's time on work a script could do.
When the AI wave arrived, it felt familiar. Just another tool for automating the boring parts. Then it became something else entirely.
What this taught me: how businesses actually run, and how much of daily work is just process wrapped in habit.
About 1 year
CRM Consulting at Tactick (Zoho)
I wanted to know if ERP was really the right fit, or if I just landed there by default. Moved to CRM consulting to find out. Zoho has a massive ecosystem and I worked across a lot of different industries: bike retailers, production companies making molds for companies like Logitech, service businesses, sales teams.
I was project lead on every engagement from day one: requirements, functional design, technical implementation, project management. About six full projects in a year. Somewhere in that stretch I learned to understand an unfamiliar industry in the first meeting and figure out which questions actually matter.
What this taught me: read any industry fast, know when to go deep and when a shallow understanding is enough. But I was missing the challenge.
Current role
ERP at DDS (Business Central)
Went back to ERP, this time Business Central. I had two options: start on my own or get more depth first. I chose depth. Building custom AL solutions, developer tooling, and leading the AI initiative internally.
The internal AI work is where I'm spending most of my energy right now. It's one thing to know what's possible, it's another to make it land inside a company with real processes, real systems, and real people who have other things to do.
What this taught me: the difference between a good idea and a working implementation is almost never the technology.
2022 to now, alongside everything
AI: Before it was a buzzword
Started with ChatGPT before most people in my circle knew it existed. Experimented with agents before agents were a mainstream topic. Between jobs I spent a month doing nothing but programming with AI: ten hours a day, no agenda, just building and learning.
Built my own project management system that knows where all my work is. Researched how to build the cheapest viable brain possible, with layers around it that know when to escalate to something bigger. The inspiration is obvious if you've seen Iron Man. I wrote my own book on RAG just to make sure I actually understood it.
The longer I spent in this space, the more clearly I saw the real problem. AI can create a lot. Fast. But if you can't keep control of what it creates, you lose oversight of your own software and your own company.
The biggest lesson: the real skill isn't using AI, it's controlling it. That's why I build systems around AI, not just with AI.
Where it's going
Every step was a different lesson.
YouTube taught me to find gaps. ERP taught me how businesses actually run. CRM taught me to read any industry in the first meeting. AI taught me that the real skill isn't using it, it's controlling it.
What I do now is help companies get the most out of Business Central. Implementations, support, releases. When something breaks, I find the root cause fast and fix it. But where things are heading: I lead our innovation team and drive the AI initiative within our company. Not AI as a slide deck, but as real infrastructure that makes a BC partner measurably better.
The goal is to build the kind of practice where the work speaks for itself. No cold outreach, no pitching decks at strangers. Just results that travel by word of mouth.