Henry Reith - Founder
I’ve built a real business. Scaled it. Exited it. Then rebuilt with AI.
That experience is what I bring to every business I work with.
A few years ago I was at a founders’ conference. Smart room, real businesses, real operators. And it hit me how few of them actually understood what AI could do for their business. Not the surface stuff. The real stuff. The kind of transformation that changes your cost structure, your capacity, and your story to a buyer. It has only got starker since. PwC and MIT have both put numbers to it: even among the big companies investing heavily, most of the value pools in a small fraction of them, and most pilots return almost nothing. Step down to the founder-led mid-market and most businesses have barely tried, and seen nothing for it.
I’d spent nine years building Oh Crap, Australia’s leading sustainable dog waste brand. We went from zero to 58 million plastic bags saved from landfill. AFR Fast Starter. RSPCA partnership. A board I sat on for six years learning to ask better questions. And then an exit.
Most founders in that room weren’t behind because they weren’t smart. They were behind because no one had translated this properly for them.
That’s the gap I’m here to fill. I learned to code twenty years ago, then spent two decades in marketing and running a business. The technical fluency stayed, but it has never been my day job. So I can sit in a board meeting and talk about second-order consequences, then go and build the system that afternoon.
Awesome Advisory exists because most businesses deserve better than what the current market is offering. Better than the team member with a ChatGPT subscription and good intentions. Better than the offshore dev team that builds something nobody can run. Better than the strategy deck that sits in a folder and does nothing.
They deserve someone who can sort it properly. That’s what I do.
AFR Fast Starter
2021. Oh Crap named one of Australia's fastest-growing companies.
9 years as CEO
Oh Crap, built, scaled, exited.
58M+ Impact
Plastic bags saved from landfill.
3x Speaker
Retail Fest.
6 years on board
Strategic governance. Second-order thinking.
The philosophy
Spiritually aligned.
Commercially ruthless.
I believe the best businesses are built from the inside out, from identity, values, and genuine purpose, and then executed with total commercial precision. These aren’t opposites. They’re the combination that actually lasts.
That’s the lens I bring to AI transformation. It’s not just about the tools. It’s about building systems that fit the business you’re actually trying to run and the founder you’re trying to be.
What clients say
Four things people tend to say.
“He just sorted it.”
Not talked about it. Not scoped it indefinitely. Sorted it.
“He cleaned up my thinking.”
Not just the tech, the whole picture. The strategy, the decisions, the order of operations.
“He showed me what was possible.”
Not theory. The actual version of their business running on better systems.
“He knows everything but always brings it back to me.”
The translation is the whole skill. Anyone can know things. Not everyone can make them land.
Book your AI-First Assessment
A 30-minute call to map where your business sits on the AI maturity ladder and whether working together makes sense.
1 advisory spot left this month.
- Designed for 10 to 200 staff service businesses
- Workflows, not prompts
- Practical implementation, not workshops
- No random tool stack, just what your business needs