Since 2003 he has created more than 450 video courses on software, online marketing and business systems. He ran a private label video business whose courses other marketers licensed and resold, produced video training for Russell Brunson before ClickFunnels, and co-owned Tutorial Mixer with Jeremy Gislason and Simon Hodgkinson, a library of modular video lessons that customers combined into their own courses.

Today he builds tools for teams of AI agents. His system, Composer, has agents from rival AI companies research a project, build it, and then try to break it before it ships, with every run recorded by traces, failures included. He also builds apps that turn existing videos and courses into new content, with sources attached.

The goal hasn't changed since 2003: take something complicated and make it simple enough to use.