Hi, I'm Nicc. I build things and find patterns where others see noise.

Who I am

At nine I was the rhythm guitarist in a high school blues band. At sixteen I was DJing professionally. By twenty-five, a resident at Pacha Ibiza.

In that time I also began studying what music does to the human brain. In my thirties I put it to work, building technology companies and inventing the AI Music Brain so a machine could hear music the way a brain does. Venture backed, over $5M raised, research alongside University of Chicago, Berklee College of Music and NYU. Made every mistake a founder can make.

Music taught me how to listen. Business taught me how to see.

What I do

I spend time working directly with clients, one on one, helping them get unstuck. Strategy and AI systems.

I also founded Optimize Labs, an agency that helps small businesses build their own AI harness and application layer rather than renting someone else's. It's LLM agnostic, it learns as it runs, and it stays the company's IP. Most businesses buying AI right now are quietly building someone else's asset.

How I do it

Most businesses aren't stuck on the wrong thing. They're working the right thing in the wrong phase of their business journey.

I built the FOG® Diagnostic to fix that. Foundation, Optimize, Growth. Work out which phase you're actually in, then run the moves for that phase so you grow in the right order.

Optimize Labs is where we execute the build, the AI harness and the application layers. It's also where we build the productivity tools we share with everyone.

• My Website Sucks audits your site for AI search visibility and gives you the fix.
• BigMoneyIdeas tells you in sixty seconds whether your idea holds up, backed by real market data.
• The First 100 shows you where your first customers already are online and how to reach them.

For the love of it

In my spare time I work on passion projects. I've just finished the manuscript for a children's book about the science of music. I'm building the running app I always wanted, where the music adapts to your run automatically based on how you're actually performing. I'm a fan of padel, so I built a WhatsApp booking system for organising games with friends. And I recently went through all the vinyl from my DJ days, turned it into a website, and now I can't decide whether to sell it or keep it.