About
How I came to do this work
The longer version, for anyone who wants to know how this industry actually operates.
How I came up
I did not plan to end up in online reputation management. Almost nobody does. I came into it young, at a firm that was building the category more or less from scratch, and I spent my early time on the phone with people who were frightened.
That is the part outsiders never picture. The work is not glamorous and it is rarely strategic in the way a marketing deck is strategic. Someone calls because a search for their name returns something that is quietly costing them their ability to earn a living, and they have usually already tried everything obvious.
I learned this by sitting through a great many of those calls. You learn the pattern: which situations resolve, which take a long time, and which will never fully disappear and have to be managed instead of cured.
Why I built something else
The industry I grew up in ran on a playbook that worked for a long time. Build a set of owned properties, publish steadily, earn links, wait. It was slow and manual, and it was mostly effective as long as the client could afford the patience.
Then the ground moved. Search stopped being a list of links and started being an answer. Language models began summarising people from whatever they could find, and those summaries got repeated in places no ranking report has ever tracked.
The firms I knew were not built for that, and adapting an old process is harder than starting clean. So I cofounded AI Reputation, Inc., built for the way people are actually assessed now.
A person can be described accurately by page one and still be described badly by the machine that reads it.
How I think about the work
I care about a narrow thing done properly. One genuinely strong asset that holds its position is worth more than a pile of thin pages that decay the moment nobody is watching them.
I try to be honest about what is possible. Some results move. Some never will. Telling somebody the truth about which is which, early and plainly, is worth more than a confident promise that quietly fails.
The outcome I actually care about is not a ranking report. It is the moment someone searches their own name, looks at the screen, and recognises the person looking back.
If something is already happening, the sooner we talk the more options remain
Tell me what comes up when you search your own name and what you would rather was not there.