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Why This Work
Owner-operators build something real — a shop, a restaurant, a venue, a service business — and then spend their nights trying to figure out whether Instagram was worth it.
Most of the tools they use were built for someone else: big brands with media buyers, or SaaS dashboards that answer the wrong question. Iota exists to give owner-operators the view they should have had all along — one picture of their audience, their effort, and their outcomes.
Who I Am
My background is a mix of behavioral research, strategy consulting, and teaching — across digital media, dining and entertainment, and product development.
The same pattern kept showing up in every one: smart people running real businesses, stuck with metrics that had stopped making sense. I created CHI and Kairos to address this issue.
Why It's Small
Iota is deliberately small - after all, our name actually means "small" because I find that small adjustments often have a substantial impact on outcomes.
I take on a limited number of clients because the work is hands-on and benefits from attention. If you're looking for a big firm with a pitch deck and a Tuesday check-in call, this isn't that. If you want someone who will actually learn your business and stay close to it — that's the work.