I've been in the solopreneur grind.
I've run my own businesses for years. I know what it's like to be the one answering every email, writing every product description, and Googling "how to automate this" at midnight. There's no shortcut to building something real — but there are smarter ways to spend your time.
I started using AI tools out of necessity, not novelty. I needed to do more with less, and I didn't have the budget to just hire my way out of it.
I ran the experiments so you don't have to.
In my ecommerce businesses, I started testing AI across every part of operations — customer emails, product listings, content, research, supplier comms. Some things worked brilliantly. Others were a waste of time.
"The real unlock wasn't using AI everywhere. It was knowing exactly which tasks to hand over — and which ones still need a human."
After running those experiments inside my own brands, I started helping other founders do the same. That's how this work evolved.
AI assistants, not AI replacements.
Here's my actual take: AI isn't going to replace you. It's going to free you up to do the work only you can do — if you set it up right.
Most people either ignore AI entirely or try to automate everything and end up with mediocre output they have to fix anyway. The sweet spot is in the middle: intentional delegation. You stay in control. AI handles the volume. You make the calls that matter.
That's the framework I teach. That's what the Hands-Off Checklist is built around.