01MY STORY
How I got here.
I came to AI from coaching and writing, not from software. Each one shapes how I build.
“Prior to January, I had maybe used ChatGPT two or three times. And here I am… building these agentic systems… This is Sim’s brainchild.”
“We’re basically using AI to simulate [our Director of Coaching’s] brain.”
BEFORE COACHING
Words first
After graduating from the University of Cape Town, Africa’s top-ranked university, with a triple major that included English and communications, I went on to work in the Women24 section of News24, South Africa’s most-read news site. I published my first novel at 23.
THE COACH
Seven years of private sessions
I trained as a certified solution-focused, life and relationship coach, with ICF-approved continuing coach education. I’ve coached clients in private sessions for seven years, and at a 70+ person coaching company I also trained new coaches.
Every session there was also a sale: the next booking is how the business grew. Their top-selling coach had mastered it, and that’s what I later built into AI.
2025 · TEACHING
Teaching their Director of Coaching to use AI
In 2025 I pitched the company an AI system, and they brought me in to build it. I began with their Director of Coaching, who had used ChatGPT only two or three times. I taught him to work with AI, and he wrote and released the coaches’ training textbook with it. By December, he was building AI systems of his own.
2025 · BUILDING
Building the system
I spent six months learning the business and deciding what to build, then six months building it, studying exactly how their top-selling coach worked.
First three months: the AI intake conversation I rewrote brought in 1.5x the revenue in an A/B test and broke the company’s records. I also upgraded the AI assistant the coaches train with.
By year’s end: AI session reviews that save managers 20+ hours a week, a live sales assistant used across the company, a voice agent for practice, and a complete training platform. The company grew 25% after five flat years.
NOW
Your Operator
I build agentic AI systems that help everyone on your team sell like the person who does it best. I start by learning your whole business: your customers, your offer, your constraints, and how your best person sells within them. Then I build that into a system that’s with every person on every call, guiding them the way your best person would. It’s built for you alone, and the IP is yours.
