About the firm
Who’s on the call
You want to know who’s actually
on the other side of the table.
Three named partners. Two named software operators. A bench of thirty-five specialist agents in six clusters. The leadership of a top global firm, run as software, supervised by humans who put their names on every output.
Why the firm exists
The firm story.
Founders kept showing up with the same shape of problem. Pipeline soft. Board pressure rising. The CMO hire didn’t take. The strategy deck didn’t survive contact with reality. The same three partners kept getting the call.
We tried the conventional shapes — fractional CMO, advisory retainer, project-by-project consultancy. They each broke at founder economics. A real strategy director and a real marketing director, on retainer, costs north of half a million a year. That number doesn’t fit a Series A balance sheet, and it doesn’t fit most Series B ones either.
So we built two software operators — Tommy on the marketing seat, Spartan on the strategy seat — that run the work the way a tier-one firm would run it. We kept the senior partner on the call. We kept the sign-off discipline. We dropped the price to something a founder can actually carry.
That’s the firm. Three people, two named software operators, a bench of specialists, and a discipline that every output carries a human signature before it ships.
The partners
Three names on every output.
Mike Doria
Managing Partner
Operator-built. Has run revenue, marketing, and growth across pre-revenue founders to public-listed operators. Sits on the seat with Tommy on every retainer.
Michael Swan
Founding Partner
Capital and corporate-advisory background. Architected the economic model that lets the firm run founder-priced, and the senior-partner sign-off discipline that gates every output.
Simon Kaufmann
Technical Partner
Built the operating system that runs Tommy, Spartan, and the thirty-five specialist agents across six clusters. Owns the infrastructure that keeps the work supervised, audited, and reproducible.
The two named operators
Spartan runs strategy. Tommy runs marketing.
Spartan
Strategy director, built as software
Runs the strategy seat the way tier-one strategy houses run it: Pyramid Principle, Power audit, capital allocation under uncertainty, board-grade communication. Co-leads every engagement with Tommy. Signed off by senior partners.
Read Spartan’s seat →Tommy
Marketing director, built as software
Runs the marketing seat the way a twenty-year CMO would: ICP, positioning, pipeline, demand, brand, measurement. Co-leads every engagement with Spartan. Signed off by senior partners.
Read Tommy’s seat →How the firm runs
Four operating principles.
Co-led, not solo
Every engagement runs Tommy and Spartan in parallel. Public disagreement is allowed. Silent override is not.
Partner-signed
No memo, deck, or recommendation reaches the client without a named human partner’s signature. Software does the work; partners carry the call.
Walkaway-clean
Every engagement has a defined gate where the client can walk with the artefacts and no further commitment.
Founder-priced
Pricing is fixed or a published range, not opaque retainers. Discovery is free. The first 30-day engagement is success-fee only.
Meet the partners.
A short introduction call. We answer your questions, you tell us what you’re working on, and we tell you in the call whether the firm is the right fit.