How it works
We don't build it for you. We teach you to build it.
Here's what an AI executive assistant is actually made of — four layers — and the real shape of the Coaching Block that builds them with you.
What we build
A chatbot forgets you. An assistant accumulates you.
The difference is a folder of plain files it reads every time it wakes up. That folder is what we build together — four layers, each one making the assistant more yours. This page is about how yours gets built; my finished one is walked through in the overview.
C1
Context
What it knows about you.
Plain files, organised in layers. Mine has eight:
Written down once — never explained twice.
C2
Connections
What it can reach.
Context tells it who you are. Connections let it work where the work already lives:
Each one is a doorway you open once.
C3
Capabilities
Blueprints for your workflows.
A capability is a written recipe — the steps you'd give a new hire, saved so it runs the same way every time:
Describe the workflow once. Now it's a button.
C4
Cadence
The heartbeat.
Jobs that run on a schedule without being asked — the morning brief is waiting before you sit down.
You've hired an executive assistant. Give it feedback, and let go of the reins a little more each week.
The four sessions below climb this ladder — Context first, then the doorways, then the blueprints, then the heartbeat.
The 4-session arc
Most people come in through a Coaching Block — four 1:1 sessions, with real building of your own between each one. The sessions teach the method; the between-session work is where it lands.
You set the pace — all four inside a fortnight, or spread across the four weeks to let it settle. Either way the block runs over about four weeks, with Slack support throughout. If you want me on call after that, the Continuation Retainer keeps the line open.
Up and running — and no longer scared of it
By the end of the first session you've got a working assistant on your own machine, and the nerves are gone. We get Claude Code installed, fire off your first prompts together, and set up a safe space — your sandbox — where you can poke around without breaking anything.
You leave with something that works, and somewhere to play.
Between 1 and 2 — you play in the sandbox. Have ten real conversations with it. The goal isn't to get anything right — it's to stop being nervous about the tool.Pack 1
Teach it who you are
Now you're comfortable, we turn the setup into a real executive assistant — one that actually knows you. We start by mapping who you are, what you do and what matters most, so it has a real model of you to work from. You walk me through your world too, so I understand the business we're building this around.
Between 2 and 3 — you finish mapping yourself out and work through the rest of Pack 2 at your own pace. Slack's open for questions.Pack 2
Plug it into your actual day
We connect the assistant to the tools you already live in — your email, your calendar, your docs. Now it can do things for you, not just talk: read your inbox, pull up a client's history, draft the reply. Then I push you to keep experimenting on your own — this is where most people find the one workflow that changes their week.
Between 3 and 4 — you work through Pack 3: deeper connections, your people layer, and the moves that make it feel like it really knows you.Pack 3
Running your week — without me
We review what's running, connect anything else you want, and map what you'd build next. The point of this session is confidence: you leave knowing how to keep growing it yourself, without me.
If you'd rather keep a hand on your shoulder after the four weeks, the Continuation Retainer keeps the line open — but most people don't need it. That's the goal.
Everything you get
It's not just the four calls. Your materials unlock in your private dashboard on this site as you move through the arc — so you're never handed everything at once, only the next piece when you're ready for it.
Pack 0 — Setup & Install
An install doc, two short intro videos, and a one-page map of the whole arc — so you arrive at Session 1 ready.
Pack 1 — Starter Prompts
The starter prompts we fire together in Session 1, then yours to replay in the sandbox between sessions.
Pack 2 — Make it you
The full restructure of your setup into a real EA, plus a guided exercise to map who you are. Self-paced, personalised to you.
Pack 3 — Connect it
Your people layer, deeper tool connections, and the moves that make the system feel like it really knows you.
Async Slack support
A direct line to Sam between every session. Stuck on a prompt at 9pm? Drop a message or a voice memo.
Your private dashboard
A login on this site that tracks where you are in the arc, holds your packs, and shows your next session.
What you'll have by the end
Claude Code installed and running, an executive assistant set up around a real model of you, your tools connected, a couple of workflows you actually use — and the method to keep building. The system isn't "finished" at Session 4; roughly a third of it is built, and the rest compounds through daily use over the months that follow. That's the point of teaching you to build it: it keeps growing after I step back.
Ready?
Two ways in.
See the full pricing ladder, or book a free 30-minute Discovery call and we'll work out whether this is the right shape for you.