Hi, I’m Adam.

I’ve sat in your chair

I’ve spent more than 20 years running businesses, leading teams of around 50 people. I’ve been the one signing off on spending, hiring and managing people, fixing systems that didn’t work and working out what actually moves the numbers.

That’s shaped how I approach AI. I’ve been on the receiving end of technology projects that promised a lot and delivered a headache. I know how much an owner’s time is worth, and how little patience a busy team has for tools that make their day harder.

Why I build things myself

I studied at the University of Sydney, where I did a Bachelor of Science covering maths, computer science, accounting and physics. I’ve always been the person in the business who wanted to understand how things worked and make them work better.

When AI tools became genuinely capable, I started building with them: voice agents, candidate search, automations. Not slides about AI, but working systems you can see and test. You can see some of them on my Work page.

How I work

Think of me as the AI person in your business, without the full-time hire. I work alongside your team, get to know how the business really runs and build things that fit.

I start with your problem, not the technology. Then I work through the practical questions: what data is needed, which of your existing tools it has to work with, where a person should check the work, what it will cost to run, how it will be maintained and how we’ll know it’s working. Then I build it, show your team how to use it and stay around to look after it.

A straight answer when you need one

A lot of owners tell me the hardest part of AI isn’t the technology. It’s knowing who to trust. Every week there’s a new tool, a new vendor and a new promise. Because I’ve run businesses and I build with these tools myself, I can give you an honest view: what’s worth it, what’s not, and when the simple option is the right one. Some owners keep me on as a regular sounding board for exactly that.

Why I work on my own

Tack45 is just me. When you work with me, you talk to the person who does the work. No account managers, no handing you off to a junior. If a project needs a specialist skill I don’t have, I’ll tell you and bring in someone I trust, with your agreement.

Why “Tack45”

Tacking is how a sailboat turns into the wind to make headway, at roughly 45 degrees: changing direction smartly. That’s what I help businesses do with AI.

Outside work

I’m based in Forestville on Sydney’s Northern Beaches and work with businesses across Sydney, in person and online.