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

Who I am

At nine I was a rhythm guitarist in a high school blues band. At sixteen I was DJing professionally, and I've been self employed ever since. By twenty-four, a resident at Pacha Ibiza.

Then I started building. Four companies, two of them venture backed. I invented the AI Music Brain and VibeDNA, and raised five million.

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

What I do

I work one on one with founders and business owners to get them unstuck. Strategy and AI systems.

Most businesses aren't stuck on the wrong thing. They're working the right thing in the wrong phase. The FOG® Diagnostic works out which phase you are actually in, then runs the moves for that phase so you grow in the right order.

Most AI advice right now is someone pushing the shiny new tool for the sake of it. I work the other way round. As a business owner I know where the friction actually lives, so a big part of what I do is help people see what AI genuinely can and can't do for them yet, then put it to work on the things that actually move them towards their goals.

Execution runs through Optimize Labs, the agency I founded, where we build the AI harness and application layer a business owns rather than rents. I'm also building tools you can use for free.

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 or keep it.