One physical-product company, and the growing library of AI workflows built to run it. Below: what SEAR is, and every workflow documented in full — problem, process, outcome, failures — each linked to its sanitised skill on GitHub so you can adapt it for your own brand.
Co-founder · 2023 →
A specialist water-sports earplug company I co-founded with Andrea Ferrario — reusable earplugs with a 9 dB acoustic filter, with high B2C demand, 30+ UK retail stockists and EU expansion in progress. It's the live case study behind almost every workflow below: two people with full-time careers, running manufacturing, retail and marketing on AI-assisted systems.
The centerpiece
Every system documented one by one — the problem, the old manual process, the AI-assisted version, where human review is required, the outcome, and what failed. Where a workflow's underlying skill has been sanitised and published, the card links straight to it on GitHub.
SEO
LiveFive purpose-built Claude skills and two scheduled tasks run SEAR's blog — planning separated from writing, with human gates at every publish decision.
Tools: Claude (Cowork) skills, Google Search Console MCP, WordPress MCP, BigQuery, Scheduled tasks
View on GitHubSales operations
LiveInstead of maintaining a prospect database, we rebuild the entire B2B tracker from the sent folder and inbox on every run — nothing can drift out of sync, because the inbox is the state.
Tools: Gmail MCP, Python (openpyxl), Claude (Cowork) scheduled task
View on GitHubSEO
LiveEvery Monday at 07:00, a scheduled audit pulls Search Console signals, checks them against declarative rules, and emails a prioritised action list — with every finding logged and deduplicated in BigQuery.
Tools: Claude (Cowork) skills, Google Search Console MCP, WordPress MCP, BigQuery, Scheduled tasks
View on GitHubOutreach
LiveAn eight-strategy backlink prospecting task that runs every Monday — and an honest look at the gap between finding opportunities and converting them.
Tools: Claude (Cowork) scheduled task, Web search, Gmail (drafts only), Excel tracker
View on GitHubOutreach
LiveHow we ran SEAR's UK wholesale outreach — segment-specific research and drafting by Claude, with a hard rule that no email leaves the account without my review.
Tools: Claude (Cowork), Web search, Gmail MCP (drafts only)
View on GitHubOperations
LiveA sequenced monthly Meta Ads review — fatigue, audience overlap, budget allocation — designed to fit a strict limit on analysis calls and hours.
Tools: Claude (Cowork), Meta Ads, Adspirer
View on GitHubSEO
LiveA repeatable process for auditing and rewriting product pages — meta, structure, copy — while keeping SEAR's voice intact.
Tools: Claude (Cowork), WooCommerce, Google Search Console
View on GitHubInternal documentation
LiveUsing AI to capture SEAR's operational knowledge as written processes — so a two-person company stops depending on either person's memory.
Tools: Claude (Cowork), Markdown / shared docs
Not everything I write is operational. These are the essays behind the way I work — career decisions, ownership and building a life with more options.
Career & ownership
Remote work and flexible hours are conditions someone else sets. Freedom is what you own: skills, assets, systems and options. Notes on the difference, from someone building both a career and a company.
· 3 min read
AI & automation
SEAR Plugs gets evenings, weekends and whatever focus is left after a full working day. Here is how AI and automation make that workable — and where they don't.
· 3 min read