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AN AI CAPABILITY PARTNER FOR ENTERPRISE LEADERSHOP TEAMS
Executive practitioners..
Not consultants.
The Incremental Pathway is an AI capability partner for enterprise leadership teams. Not a consultancy. Not a trainer. Not a tech house. Two founders, four partner firms, and a fractional team of eight — every one of them an executive practitioner.
01 MANIFESTO
Capability and capacity.
Built with you, not delivered to you.
Bringing in a consultancy to write your blueprint and hand it back is the slowest, most expensive way to lose. The tech moves faster than any blueprint. The question is not which tool. It is whether your organisation can operate differently.
You know your organisation, your market, your people better than anyone. Our job is to give you the capability and capacity to do the work. Session by session, in real time, around the problems that actually matter. Not just survive the era of AI. Thrive in it. What gets built, stays with you.
02 WHAT TIP IS
Built by people who have done the job, for people doing it now.
The gap between AI investment and AI impact does not close because someone hands the leadership team a deck. It closes when the leadership team has the fluency, the method, and the evidence to design the new operating model themselves. That is the work TIP is built to do, alongside you.
Every person on the team has run the room. P&Ls owned. Products shipped. Crises navigated. Teams rebuilt. We are not researchers reporting on transformation. We are the people who have lived it. That is the entry bar.
03 FOUNDERS
Two founders. One method.
Adam owns the customer work. Greg owns the method. Both run on being practising AI builders in their own day, first.
Co‑Founder
Chief Customer Officer
Adam Street.
Adam spent ten years in professional services building digital capability to shift the business model. He saw the same wall every time. At scale, the change required a total operating‑model rebuild. New roles, new incentives, new economics. Landed on leaders already stretched by the existing model. Service firms transformed single‑digit percent. The arithmetic was mission‑impossible pre‑AI.Then came Hafer Road. As Lead Director of the share‑of‑freehold company, alongside the residents, he led the demolition and rebuild of a 1950s council block in Battersea into 16 homes. 2,600 hours managing it himself. £576,022 recovered from a defective‑roof insurance claim. No solicitors. The win turned on something specific. He had become an early adopter of AI in 2023, and used it to outwork an opposed insurer.
That was the moment. AI was the missing ingredient in everything he had tried before. It changes the arithmetic on every transformation he had ever shipped, and on every organisation he had ever worked for. Looking back: without AI, mission impossible. AI changes the world from customer back. Offer, go‑to‑market, operating model, roles, P&L, incentives. All of it. TIP and Building Trust were built from that recognition. Building Trust is the deeper AI build. TIP is the leadership work. Both run on Adam being a real AI practitioner, every day, in his own work first.
On Building Trust. An AI‑native property platform Adam built end to end. The live testbed where TIP's go‑to‑market findings get tested first, against real customers, in a real market.LinkedIn · building-trust.uk
Co‑Founder
Chief Product Officer
Greg Prickril
Greg spent his career in product management, building software and shaping how it reached the market. He saw the same gap every time. The people closest to the work, the ones who knew exactly what was slowing them down, were never the ones allowed to fix it. Fixing it meant a platform, a project, a central team, a roadmap. By the time help arrived, the problem had moved. Knowledge workers absorbed the cost. The tools promised transformation and shipped dashboards. Pre‑AI, the arithmetic never closed.
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Then he stopped advising and started building. Not slideware, working systems: agents that run structured interviews and score them, automation that wraps the plumbing nobody wants to touch. He ran the models locally to understand them from the inside. That was the moment. AI was the missing ingredient in every transformation he'd watched stall. It changes the arithmetic from the work outward: task, role, team, operating model, P&L. Looking back: without AI, the gap never closed. With it, the person closest to the work leads the change. TIP and Angel AI were built from that recognition. TIP is the leadership work, helping organisations adopt AI, not merely absorb it. Angel AI is the deeper product build. Both run on Greg being a real practitioner, every day, in his own work first.