From Software Engineer to Business Owner—Here’s What I Learned
I didn’t set out to become a fractional COO or a business coach. I set out to build things—software, teams, systems. For 23 years, I did exactly that.
But then I bought a franchise. And everything changed.
The Journey
The first chapter: 23 years in software
I grew up as the child of a US Air Force officer, moved around constantly, and eventually landed in Utah after earning a BS in Computer Science from BYU. I spent the next two decades in the trenches of software development—writing code, leading teams, managing projects, building products.
Along the way I earned an MBA from BYU, became a Certified Scrum Master, led organizations as large as a few hundred people, and partnered in nStar Global Services. I specialized in software development, development process, and personal and team leadership.
I thought I knew how to run an operation.
The second chapter: Conserva Irrigation
In 2020, I bought a Conserva Irrigation franchise and started running it myself. No team. No safety net. Just me, a truck, and a set of systems I had to build from scratch.
For six years, I grew the business to 1,500+ homes and a 95%+ customer retention rate. I was proud of it. But I was also wearing every hat—sales, operations, scheduling, customer service, accounting. I was the bottleneck.
I knew the theory of delegation and systems. I’d taught it, coached it, written about it. But actually living it, inside your own small business with real money on the line? That’s different.
The turning point
I started building systems. Documenting processes. Finding tools that could automate the repetitive work. Figuring out which tasks actually needed me and which ones just needed clarity.
The business got better. I got my time back. I could take a week off without my phone lighting up constantly.
That’s when I started helping other business owners do the same.
What I Believe
Systems beat heroics. The business owner who works 80-hour weeks isn’t a hero—they’re a single point of failure. Build systems so your business can run without you.
Your business should work without you. Not someday. Now. If you left for a month, would the wheels come off? If so, that’s not a time problem—it’s a systems problem.
Balance is possible. I’m an Aikido black belt (20+ years of practice), a science fiction and fantasy writer, a mountain biker, a scuba diver, and a tabletop RPG player. I practice what I preach about work-life balance because I’ve built the systems to make it possible.
Nerd culture wisdom applies to leadership. Seriously. Aikido’s principle of redirecting force rather than opposing it. Chess’s emphasis on thinking several moves ahead. The team dynamics in a well-run tabletop campaign. These frameworks translate directly to business.
The Writing Life
I’ve been writing science fiction and fantasy since high school—when my friends and I were designing comic books and imagining worlds together. I still do. Current projects include The Manticore’s Shadow (fantasy thriller), Faultline (sci-fi thriller), and Rift Walker (sci-fi/fantasy).
In 2025, I received an Honorable Mention from Writers of the Future—a milestone I’m proud of after years of submitting work.
I’m also working on MBA Essentials, a visual sketchnote guide compressing an entire MBA into something actually usable. You can get a sample chapter here.
Certifications & Credentials
- MBA, BYU (2019)
- BS in Computer Science, BYU (1996)
- Shodan (Black Belt), Aikido, Aikikai Foundation
- Certified Scrum Master, Scrum Alliance
- Certified Advanced Open Water Diver, PADI
- Microsoft Certified Instructor (1997–2000)
- BSA Silver Beaver
- Wood Badge Course Director, 2013
Personal Interests
When I’m not working on operations or writing, you’ll find me:
- Aikido — 20+ years of practice, black belt, still actively training
- Mountain biking — Utah trails are exceptional
- Scuba diving — certified Advanced Open Water Diver
- Tabletop RPGs — Genesys, Star Wars RPG, and whatever’s on the table
- Science fiction & fantasy — Brandon Sanderson, Jim Butcher, Dan Wells are regular reads
- Board games — Legendary, Warmachine, Imperial Assault, and anything from the Tiny Epic line
Ready to Work Together?
Whether you need operations help for your business or strategic coaching for your career, I’d love to talk.