Two books. One throughline.
Two books.
One throughline.
Practical AI and digital business guidance from Australia's trusted guide to AI adoption.
AI & U: Reimagine Business is the working playbook for putting AI to work in your business without losing the human bit.
The End of Technophobia, 2021 Business Book of the Year, is the digital fundamentals guide that started it all.
AI & U: Reimagine Business
The practical playbook for putting AI to work in your business.
Your people are already using AI. The question is whether your business is ready to lead it. AI & U is the working playbook for business owners and leaders who want practical guidance, real case studies and a framework that actually walks through the change. No hype. No buzzword bingo. Just what to do on Monday morning.
Published
2025
Format
Paperback, eBook
ISBN-13
978-1-923225-78-7
Recognition
2025 Business Book of the Year finalist
Buy direct from Tracy
Personalised dedication available at checkout. Ships within two business days across Australia.
What's inside
R
Relationships
The foundation of every AI decision.
E
Evaluate
What you have, what you need, what to keep.
I
Identify
The low-hanging fruit and where to start.
M
Map
Your AI roadmap from idea to action.
A
Activate
Lighting the spark of change.
G
Gather
Learning from your activation.
I
Iterate
Refine, repeat, succeed.
N
Narrow
Boost what works. Cut what doesn’t.
E
Evolve
Shaping your future business.
Companion resource
The REIMAGINE Playbook
The book gives you the framework. The Playbook walks you through it. Built for business owners who want to act on what they've read instead of just nodding along.
- →A dedicated section for every step of the REIMAGINE framework
- →Self-audit checklists, journal prompts and reflection questions for every step
- →Plug-and-play templates and worksheets you can fill out online or print
- →Nine Australian and international business case studies
- →Ethics prompts for every step so values stay in the conversation
- →A Quick Wins Cheat Sheet plus a 5-Day Quick Wins Challenge
- →Four tracks tailored to business size: solopreneur, micro team, small team and virtual team
Editable PDF. 92 pages. Print it or type into it on your device.
Andrew Griffiths reviews AI & U
“
This book strips away the hype and gives you clear tactics to make AI work for your business.
Andrew Griffiths, bestselling author
Andrew Griffiths reviews AI & U, August 2025.
The End of Technophobia
The award-winning digital fundamentals guide that started it all.
Before AI was the conversation, Tracy wrote the book on getting digital fundamentals right. The End of Technophobia walked thousands of Australian business owners out of digital overwhelm and into systems that work. It won 2021 Business Book of the Year because it does what most business books don't. It's actually practical.
Published
2021
Format
Paperback, eBook
Pages
448
Recognition
2021 Business Book of the Year
ISBN
978-1-922391-96-4
Foreword
Andrew Griffiths
What people say
“
Tracy has a rare talent to easily connect with people and deliver content in an easy-to-understand and practical way.
Rowena Ryan
AusIndustry, Australian Department of Industry, Science, Energy and Resources
“
Many a technology-challenged regionally based business has found a new love for all things tech thanks to Tracy Sheen.
Trudi Bartlett
Director, Regional Development Australia Darling Downs and South West QLD
“
Tracy has an uncanny ability to explain complex concepts in simple terms.
Steven Jaenke
Digimark Australia
The End of Technophobia launched at the Brisbane Convention Centre, 2021.
About the author
About Tracy
Tracy Sheen is Australia's trusted guide to practical AI adoption for business. She's a Certified Speaking Professional, two-time award-winning author, and a board director with Professional Speakers Australia. Her work sits at the intersection of strategy, ethics and human-centred change.
Tracy travels Australia full-time in a caravan with her husband Pete, two dogs and a cat. She works with corporate boards, executive teams and event audiences across the country, and writes the way she speaks. Practical, direct, and useful on Monday morning.
Two books. Two awards. Many regional towns.
Common questions
Questions and answers
Tracy with Deb Thomas, CEO of Camp Quality, and Annabella from Camp Quality, after Tracy's keynote.
Want Tracy to walk your team through this?
Want Tracy to walk your team through this?
The books give you the framework. A keynote, workshop or boardroom briefing puts it to work in your business. Tracy speaks to corporate teams, conferences and boards across Australia.