For companies selling complex products and services to sophisticated buyers.
Get your conversion right before you scale it with AI.
Most teams think they need more leads. Usually, it's a conversion problem. I help you fix what's actually losing you the work, then scale it with AI instead of scaling the problem.
The moment we're in
This is the most interesting time I've known in business. AI is real, and it's going to reward the companies that get the fundamentals right. It's also going to punish the ones that don't, faster than anything before it.
Here's the trap. Most companies selling complex products and services assume the problem is leads. More marketing, more content, more activity. Usually the real problem sits upstream: the business was never designed to convert. Long sales cycles, constant price pressure, good work that still loses on price.
AI doesn't fix that. It scales it. Bolt AI onto a broken conversion process and you get the same result, faster and more expensive.
So the sequence matters. Design how you convert. Then scale it. That's the whole idea, and it's what I help companies do.
Two ways in
Start here
Start with the book.
Design Before Scale. About a thirty-minute read. It shows you where conversion is being lost, before you spend another dollar scaling it.
Or work with Aidan directly
Or work with Aidan directly.
If you'd rather install the system than read about it, that's the Conversion Brain: your method for winning complex sales, engineered into AI and owned by you.
See the Conversion BrainWhat others are saying
“Aidan continues to be a trusted mentor to me, as a CEO of a fast-growing engineering startup focused on the utilities sector here in Western Australia. We are now well on the path to market leadership in our SCADA and control systems segment. Aidan's real-world experience and strategic input has been a major factor in our continued growth.”
Founder and CEO, SCADA/IIoT Startup, Perth WA
“Aidan has enthusiastically imparted his systems and high-level thinking, and I look forward to our continuing association.”
Managing Director, Engineering Consultancy (Mining), Western Australia
“I have held leadership positions in some of the world's largest technology companies, and Aidan's engineering approach to marketing and business growth is the most practical and effective I have encountered.”
Co-Founder and Senior VP, Technology Start-up, Sydney
Aidan featured in the media
Sky News Business (Heidi Armstrong), Radio 2GB: “Nights” with Steve Price and “Money” with Ross Greenwood.
Frameworks
The named frameworks behind the work, each defined on its own page with the date it was first published.
Judgement Leakage
The loss of competitive advantage when a firm's judgement flows into AI tools it does not own.
First published 21 July 2026
Three Lanes of Judgement
Which work goes into which kind of AI: fast, controlled or protected.
First published 27 July 2026
METS 2.0
Australia's edge in industrial AI is the one it had in METS: applied capability, exported.
First published 29 July 2026
Marketing is Requirements Engineering
Define what the business must be fit for before anything is built or promoted.
First published 5 May 2026
About Aidan Montague
I'm an engineer by background. I worked as a design engineer in mining and oil and gas, in the design offices of companies like Rio Tinto and Fluor, and on site for the likes of Alcoa, Woodside and Pertamina. I understand how sophisticated companies operate, because I worked inside them.
Then I moved into sales and marketing, and had a ringside seat inside Cisco Systems as it grew from a small startup into the biggest company in the world. I ran the Southern Region in Australia, then the Internet Business Unit out of London, then Sub-Saharan Africa, then strategic alliances across Asia Pacific. I wasn't responsible for Cisco's success. I watched it from the inside, and I've spent years working out why it worked, and how the same pattern applies to the AI moment we're in now.
Since then I've led sales and marketing for RESIMAC, one of Australia's largest non-bank lenders, and consulted to engineering and resources companies here and overseas.
Those paths don't usually meet in one person. That's the point. Engineering, senior sales and marketing, and direct response, combined, are what let me help complex businesses sell to sophisticated buyers in language both sides actually understand.