12 years at LinkedIn, Meta, Google and ElevenLabs, finding the ways systems quietly fail.
The parts of your business that still run on somebody remembering.
We build the software that does them instead, and we build it to tell you when it is wrong. It starts with a $1,000 assessment: one week, and you come out knowing exactly what is worth automating and what each option costs.
Book the $1,000 assessmentBetween us: engineering, data reliability, product, and the commercial side. See what we build.
Two kinds of work
What you already do, done by software
The quote you retype, the follow-up nobody sends, the report someone rebuilds every Monday. Those get built once, and then they just happen.
What you cannot staff
Something that answers the phone, replies to a lead, or handles the first question, at 2am and on a Sunday, without you hiring for it.
What that actually looks like
Real things clients ask for, roughly in the order they are quickest to get running.
| "Leads sit for two days before anyone calls them back." | Replaces the callback that happens Tuesday, on a lead that was ready Monday. |
| "I retype the same quote ten times a week." | Replaces thirty minutes in a template, per estimate. |
| "People ask me the same five questions every single day." | Replaces you answering hours, pricing and availability at 9pm. |
| "Booking one appointment takes four texts." | Replaces calendar tetris and the occasional double booking. |
| "I chase people for money and I hate it." | Replaces the reminder that never gets sent because it feels awkward. |
| "Somebody rebuilds this report every Monday morning." | Replaces three hours of copy and paste. |
| "Somebody has to answer the phone." | Replaces calls going to voicemail and never being returned. |
| "I do not know which jobs actually made money." | Replaces guessing, or finding out from the accountant in April. |
Each one, and what it will not do. If yours is not listed it probably still fits; this is what people ask for most, not the limit.
How the assessment goes
- A thirty-minute call. You walk us through how the work happens today. No preparation and no vocabulary required.
- We spend the week inside the work. Not a workshop and not a deck. We look at how things actually run.
- You get the findings, and options. What is worth automating, in what order, what each one would take, and what each one costs. Written down.
- You decide, with real numbers in front of you. Build one of them, build several, or take the findings and do nothing. All three are fine.
What it costs
The assessment: $1,000
- The assessment: one week, and a clear answer $1,000 fixed
One fixed price to start, and no open-ended bill. What building costs after that depends entirely on what the week finds, so you get real options with real prices attached, and you decide then. Nothing is committed before you have seen them.
If the thing you want built is not worth building, we will tell you on the first call and it costs you nothing.
Book the $1,000 assessmentWhat it will not do
- It will not replace anyone on your team. It takes the work nobody wanted anyway.
- It will not make decisions about money or people on its own.
- It will not learn your business by magic. we have to build your rules into it, and that is most of the work.
- Anything going to a customer gets checked before it goes out.
Why it will not embarrass you in front of a customer
The real worry with AI in a small business is that it says something wrong to someone who pays you. So the reliability is built around the AI rather than asked of it.
Code reads the data
Plain code pulls the facts. The AI never reads your raw records and guesses.
Your rules, written down
How your business actually works lives in one place we can show you and you can change.
One small job
The AI does one narrow piece of judgment, and only that piece.
A check it cannot skip
Before anything reaches a customer it has to pass a check. If it fails, it does not go out.
Work we have done
The orders that stopped going missing
A sales company was hand-checking orders so nothing got lost, and the automation they already had was quietly failing 95 times a month without telling anyone. We found every one of them, and measured the replacement against 400 real orders before anyone wrote it.
Read it, or see all four.
We build in the open
Some of what we build is public. Our open-source work has 465 stars across 48 public repositories: research tooling, founder systems, and the internal toolkit this practice runs on. It is the same code and the same discipline, readable before you hire anyone.
Who this is not for
If you want a strategy deck, an AI policy, or someone to tell your board you are doing AI, we are the wrong call. This is for owners who know exactly which task is eating their week and want it handled.
Who is behind it
ASK Consulting is a two-person practice in San Jose led by Assaf Kipnis, working with clients across the United States. The record at the top of this page is the reason the systems here are built to report their own failures rather than hide them. More about the practice.
Start with the assessment
Book the $1,000 assessmentPrefer email? assaf@askconsulting.io