1:1 coaching for business owners

Grow your business in alignment with the life you want.

I'll help you design systems and strategies to give you clarity, and keep you focused on what matters to you, and avoid burnout.

Book a call See how it works

José Huergo00:00

Maybe it feels like the business is running you.

You're in back-to-back meetings with a bottomless inbox, and not getting to the work that would make the biggest difference.

If I asked you to go through your calendar, your screen time and your bank statement, would they reflect what you say is most important to you?

Does your week look like this?

Any of these sound familiar?

The business is growing faster than you can keep up, and your boundaries are the first thing to go. You're putting in the hours and can't tell which of it is working. Everything about the business lives in your head, so nothing moves without you. Things have stalled, and you're not sure what the next move is. You've wondered what AI could take off your plate, and haven't had a spare hour to find out. You've done the planners and the podcasts, and you'd like someone to work it through with.

A laptop and a coffee on a wooden desk, with a baby held in someone's arms beside it

Hi, I'm José.

Over the last fifteen-plus years I've worked across music, tech, not-for-profits, publishing and media, including time as a CMO/CRO. Nearly nine years ago I started my own business and built it around what mattered most to me, like being present while raising little ones, travelling as a family and scaling the work up and down with the seasons.

I'm a big-ideas person, and I've built systems that carry the time-sucking tasks in my own business and at home, so I can focus on the work with the most impact. The same thinking goes into the AI work I do through waywood.ai.

I really enjoy helping ambitious business owners diagnose and solve the right problem, and build systems that suit how they're uniquely wired.

How it works.

We work a quarter at a time. Most business owners come to me for help with their marketing, an AI workflow or the feeling that everything's urgent and nothing's clear.

To start

Where you are

Whatever brought you in comes first, then how you're wired, what you value, and where your time and attention go. Then we map what success looks like.

Most sessions

Design and build

We work on your goals, your week, your systems and your people, and the role AI can play in automating or delegating the repeat work.

To finish

Review

What moved, what didn't, and what's next.

Coaching, all the way through

We meet once a fortnight, in person (Sydney) or remotely, with Slack in between. Whatever comes up along the way, like a tricky hire or the conversation you've been putting off, we work through together.

What we might work on.

You pick every quarter

Growth strategy Ideal week mapping AI workflow design Org design Goal setting Go-to-market AI agent set-up Leadership coaching Scenario planning Systems design Decision-making frameworks Scaling

You get your own coaching room.

A private room, where the notes from every session end up next to your goals for the quarter. It's also where you'll find my tools, customised to your business.

Scorecard*June

Business revenue

How it felt

*Actual results from a client I coach

You may be wondering.

Messages

Are you ready to finish the year strong?

We have eleven weeks left in 2026. Let's chat about growing your business.

Book a call or