The person behind
Zero Fluff

01 — THE STORY

From code to consultancy

I've been building digital products since the early 90s. From startup MVPs to enterprise platforms, I've seen every trend come and go. AI is different — it's genuinely transformative for small businesses, but only if you implement it practically.

Zero Fluff started because I kept seeing two things: business owners drowning in admin that AI could handle in minutes, and consultants selling expensive strategies that never got implemented. I wanted to bridge that gap.

I'm based in Totnes, Devon, and work with small businesses right across the South West — Devon, Cornwall, Somerset, Dorset and Bristol — as well as clients further afield. Being local means I can sit down with you in person when it helps, and I understand the realities of running a small business down here.

My approach is hands-on. I work with you directly, understand your actual workflows, and build solutions that stick — not slide decks that gather dust.

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