My best work started outside my job description.
I'm Amir. I lead BI at a 90-person HR tech company and build AI systems for commercial teams. This is how that started.
How I got here
In January 2026, only 0.1% of the company's signups could be traced to the channel that brought them in. We were spending on marketing without knowing what worked.
Parts of the funnel were not tracked, the people who built the setup were long gone, and the documentation that remained did not explain why anything worked the way it did.
Someone had to fix it. I wasn't a marketing analyst, and I wasn't an engineer. But I knew the business, and I knew I could learn the rest.
So I didn't try to become an attribution expert overnight. I built a brain that already was one:
everything in my head about the business, what was left of the documentation, and 47 expert sources on attribution, all in one place my agents could work from.
It was my first Team Brain, before I had a name for it. Then I worked with the agents at every step, from choosing the approach to building the models.
I wasn't outsourcing the thinking. I was directing it: checking every decision, correcting every wrong turn.
The share of signups we could trace went from 0.1% to 95%. Now finance, marketing, and leadership can see what each channel costs and what it brings back.
That's when it clicked. I was no longer limited to what I already knew how to do.
Different terrain, same instinct
I grew up in Tehran.
In my early 20s I moved to Canada,
and later to Berlin, knowing almost no one.
Each time I arrived with no map and no track record, so I learned to read the room fast, drop what didn't work, and trust I'd figure out the rest.
How I work with teams
Most teams have someone like I was: handed a problem outside their job, with capable AI tools and no system behind them.
I work alongside that person on one real project, bringing the context, past decisions, and rules into one place the agents work from. Along the way, your team learns to direct the agents and check their work.
In my own BI team, the same approach cut the questions reaching us by about 90%.
When the project ends, the system is yours. Your team understands it, owns it, and keeps improving it.
Beyond the work
I've visited 54 countries, and I still like arriving somewhere I don't know.
I also write Pursuit, a weekly newsletter on intentional living, now past 150 issues. It's where I think through the questions that don't fit in a data model.
Read Pursuit