TWO WAYS TO WORK TOGETHER
Where would you like to start?
FOR THE BUSINESS
Strategic AI engagements for boards and executive teams of organisations of thirty to three hundred people. Reconnaissance call. Per-role Field Guides. Architect-supervised Rollout. Advisory on retainer.
See how we work→FOR THE INDIVIDUAL
Senior advisor on monthly retainer. For founders, authors, senior consultants and executives building something. Monthly call. Async between. Intel briefings. Quarterly deeper dive.
See the advisor offer→THE PROBLEM
Your people are already using AI.
Your marketing team is drafting client briefs in ChatGPT. Your finance team is trialling Copilot. Someone in the legal team is asking Gemini for a quick read of a contract on a Sunday night. Most of it is invisible. None of it is governed. Some of it is exposing the business to risk you have not yet been told about.
A line in the board paper that says we are exploring AI is not a strategy. A vendor demo is not a strategy. A two-hour all-hands on Copilot is not a strategy.
The work is governance, role-by-role implementation and the slow business of building capability that holds. Not a workshop and a deck.
It looks like a junior staffer pasting a confidential client brief into a free AI tool because the organisation has not told them what good looks like.
It looks like a marketing director with a pile of AI-generated copy and no documented review process for any of it.
It looks like a board paper that says we are exploring AI and a procurement team about to sign a Copilot rollout with no governance framework underneath it.
Your people are already using AI. The question is whether the organisation has caught up with them.
THE METHODOLOGY
Business as usual is dead.
Most AI strategies fail because they are built at one layer of an organisation and expected to work at all of them. Tracy's approach starts with a simple question. Who are the humans this needs to land for?
GIST
Guardrails. Intent. Strategy. Practical Training.
Tracy's signature methodology for structured, human-led AI adoption. In that order. For a reason.
G
Guardrails
What the organisation will and will not do with AI, in writing, before anyone else decides for you. Defined by your values and your ethics.
I
Intent
What AI is for in your context. Not what the vendor says. What your organisation needs.
S
Strategy
A phased, prioritised plan built from your collective intelligence. Not a generic roadmap. Yours.
T
Practical Training
Hands-on capability building that sticks. Monday morning application. Not annual compliance theatre.
Without values and ethics, we fly blind.
GIST is the methodology. HUMAN is the lens. Together they make AI adoption stick where vendor blueprints fall over.
HUMAN
Where the methodology lands.
A five-level stakeholder accountability map. Where the work touches. Who owes what. How to keep the conversation honest at every level.
H
Habit
What the individual does daily.
U
Unit
What the team is accountable for.
M
Macro
What the whole organisation is accountable for.
A
Audience
What is owed to clients and beneficiaries.
N
Neighbourhood
What is owed to the wider community.
HOW WE WORK
Four phases. Each one is a complete product on its own.
Most clients move through all four. Some stop after Reconnaissance and run with what they have learned. That is a fine outcome too.
01
Reconnaissance
One day in the room. Up to twelve people from your leadership team. Pre-questionnaires from each leader inform the day.
What you walk out with
- –Situational awareness. Where the organisation sits on AI. Where the gaps are. Where the next investment goes.
- –Your GIST × HUMAN matrix, plotted live with the leadership team.
- –A shared group voice guide built together on the day.
- –Your AI policy principles document. Co-designed. Yours to take to legal.
What it signals: Rigour. Intelligence-led. We commissioned a scout before we committed to a strategy.
Reconnaissance call. Leadership team in session.
02
Field Guide
Two to three weeks of work, per role, per leader. Off-site delivery with a half-day onsite for first builds.
What you walk out with
- –Their guardrails. What AI never touches in this role.
- –Their intent. How AI augments this role specifically.
- –Their custom instructions for the platform they use.
- –Their individual brand voice and tone guide.
- –Their app priority list and weekly task map.
- –Two to eight agent or project specifications.
- –Their first agent built live and recorded for the learning library.
- –A 30, 60, 90 day training plan.
What it signals: Bespoke. Durable. Defensible. The role keeps the asset when the person moves on.
03
Rollout
Six to twelve weeks. Tracy as architect on site, vetted partners on the keyboard.
What you walk out with
- –The priority agents from the Field Guide, built and tested against your guardrails.
- –Integration with the existing stack supervised.
- –Governance documentation baked in as we go, not bolted on after.
- –The team trained on each agent at the point of handover.
What it signals: A managed build with proper oversight. Procurement and risk teams understand managed builds.
04
Advisory
Six months minimum. Senior judgment on retainer for the leadership team.
What you walk out with
- –A group accountability call with the leadership team.
- –A 1:1 working session with the nominated lead.
- –An intel briefing on what Microsoft, OpenAI, Anthropic and Google have shipped, what is coming and what to retire.
- –Quarterly: a governance review and a fresh GIST × HUMAN re-score, so the board can see movement against the original baseline.
What it signals: We have an AI advisor on standing brief. Not a vendor. Not a contractor. An advisor.
Pricing is shared inside the proposal that follows your first conversation.
RECENT WORK
The work, in the room.
Three engagements that show what this looks like in practice. Different sectors. Different starting points. Same methodology.
WHY TRACY
Thirty years in tech. Two award-winning books. Three frameworks built to be used.
Tracy Sheen is Australia's practical AI guide for business that puts humans first. Thirty years in digital and tech, including launching SMS and the original iPhone in Australia. Now in the room with boards and executive teams who need AI taken seriously.
- ✓Certified Speaking Professional (CSP). The top tier of the Professional Speakers Australia accreditation. Awarded to roughly twelve per cent of professional speakers globally.
- ✓PSA National Board Director. Sitting on the national board of Professional Speakers Australia.
- ✓Senior Board Adviser, Software Australia (SMB). Industry advisory role on the small and mid-business segment.
- ✓WCEI member. Women’s Community of Educators and Innovators.
- ✓Two-time award-winning author. The End of Technophobia (Australian Business Book of the Year, 2021). AI & U: Reimagine Business (Australian Business Book Awards finalist, 2025).
- ✓Regular media commentator. Channel 7’s The Morning Show, the Australian Financial Review, ABC Radio and Money Magazine.
How AI fits into the work
AI is part of how the work gets done. Declared, transparent, never hidden. Every word on this page went through Tracy before it went out.
How I use AI →ADVISOR \u00b7 ON RETAINER
A senior brain in your corner.
You are already using AI every day. It is not always the way you want to be using it.
A book in development. A practice scaling. A profile growing. A new chapter underway. There is nobody around you who is senior on AI and who knows the work you are doing.
The free tools talk back. They do not push back. The expensive consultants do not sit at your table.
You need both.
What you walk into each month:
- –A 90-minute working call. Your agenda. Notes back from Tracy.
- –Async access between calls. One channel. Same-day response on weekdays. Deeper requests inside two business days.
- –A monthly intel briefing. What has shipped at Microsoft, Anthropic, OpenAI and Google that matters to your work specifically. Curated, not a dump.
- –Quarterly: three hours on a real project. A piece of writing. A keynote in development. A book chapter. A pivot. Whatever is most live for you that quarter.
Three-month minimum. Then month-to-month. No lock-in past the work that earned it.
Three months in, you have a thinking partner who has read your work, who knows your audience, who has worked with you on the hard pieces.
You stop running every AI question past a search engine. You stop copy-pasting prompts you found on LinkedIn. You start using AI the way Tracy uses AI. Not because you read about it. Because you watched it work, in your own work.
Not a vendor. Not a contractor. A senior brain in your corner.
Pricing is shared inside the proposal that follows your first conversation.
FREQUENTLY ASKED
The questions you're sitting with.
Working with your leadership team
What does Reconnaissance involve?
One day with up to twelve people from your leadership team. Pre-questionnaires from each leader inform the day. The morning unloads what is already in use, what is being trialled and what is leaking. The afternoon walks the GIST × HUMAN matrix and co-designs the principles your AI policy gets built on. You walk out with documented intel, a shared voice guide and a written principles document. Tracy delivers a one-page Field Guide proposal within seven days.
Why per-role, not per-seat?
We are not building you training. We are building you implementation plans. A training course is per-seat. A Field Guide is per-role. When Sally leaves and Linda steps into Sally’s seat, Linda inherits Sally’s Field Guide. The role keeps the asset.
Why six months minimum on Advisory?
The return on AI work shows up between months three and six. Adoption rates. Governance maturity. Capability building. Anything shorter and you are paying for an investment that did not get the runway to prove itself. Six months is the floor. Most clients renew into ongoing month-to-month from there.
What happens if Tracy is not available?
Pete runs all engagement logistics independently as the named operational counterpart for procurement and finance teams. For Advisory clients there is a documented continuity protocol with one named senior associate who can run the monthly group call if Tracy is unavailable. Disclosed at contracting, not after.
Why Tracy and not Deloitte, EY, KPMG or PwC?
Three things. The principal is the product: with Big Four you get a partner at kickoff and senior managers running the rest. With Tracy you get Tracy. Every Reconnaissance call Every Field Guide. Every Advisory call. Practical, not theoretical: Big Four sells you the framework. We deliver what to do on Monday morning. Platform-agnostic: Big Four firms are vendor-aligned by partnership economics. We work across Microsoft, Claude, ChatGPT and Gemini every day. The recommendation is yours. The fluency is ours.
Microsoft already has implementation partners. Why pay you separately?
Microsoft partners are tech-led. They configure Copilot. We are people-led. We make humans use it well. If your problem is licensing and tenant configuration, hire a Microsoft partner. If your problem is making sure your leaders use what they have been licensed for, hire us. Most organisations need both.
What if we run on Google Workspace, or want to standardise on Claude or ChatGPT?
The methodology is platform-agnostic. GIST and HUMAN do not care which model you are running. The Field Guide adapts to whatever stack you have chosen. The agents and integrations look different. The intent and the guardrails do not.
Can you guarantee return on investment?
We can guarantee a quarterly GIST × HUMAN re-score that shows movement, documented adoption metrics, governance maturity and capability uplift. We cannot guarantee a dollar number and we will not pretend to. Anyone who guarantees a dollar return on a bespoke AI implementation is selling you a sales line, not a measurement framework.
What about Microsoft’s commitment to train three million Australians?
Free training at scale gives your people awareness. It does not give your CFO a documented AI plan. Three million Australians are about to know what AI can do. Your twelve leaders need a written plan for how it works in this organisation, this role, this week. That is not a training problem.
Are you the right fit for our organisation?
The model is built for organisations of roughly thirty to three hundred people. Mid-market companies, not-for-profits, councils, associations, member-based bodies and family offices. If you are ASX Top 50 or you need a formal panel process, the honest answer is Big Four. We will refer you cleanly. If you are looking for a vendor to install Copilot and walk away, that is also a referral, not a fit.
Working with Tracy as your advisor
Is the advisor offer right for me if I am a sole operator?
Yes if you are building something. A book. A practice. A profile. A new chapter. The retainer is built for individuals who are using AI every day and want a senior brain in the work with them. It is not built as life-coaching or general business mentoring. The work is the AI work.
What does an actual call look like?
Ninety minutes, monthly, your agenda. Most calls are working sessions on whatever is most live for you. A draft you are stuck on. A keynote you are building. A decision you need a sharper second opinion on. A new tool you are testing. Tracy comes in prepped on what you sent ahead. You leave with notes and the next things to look at.
Is what we discuss confidential?
Yes. NDA available on request, signed as standard for clients on book or product development. Tracy does not name advisor clients publicly without explicit consent. Nothing from your sessions ever shows up in social posts, keynotes or media commentary.
Can I start in a low-stakes month, before something big is happening?
That is the recommended way to start. Three-month minimum so the relationship has time to settle. Most clients use month one to onboard Tracy on their work, month two to start working on something concrete and month three to push hard on the next big thing. Starting in the middle of a launch is doable but harder.
NEXT STEP
Ready when you are.
Two ways in. Pick the one that fits.
FOR THE BUSINESS
One day. Up to twelve people from your leadership team. You walk out with intel you did not have when you walked in.
Book a Discovery call→FOR THE INDIVIDUAL
Three months. Monthly call, async between, intel briefings. A senior brain in your corner.
Talk to Tracy about an advisor relationship→Looking for a keynote first? See the Speaking page →