Twenty years in software and business before coaching. I have been working with experts across the world since 2015.
You already have it. I help you see it
I help coaches, consultants and multi-disciplined experts package what they actually know into a system the market will pay for.
Since 2015 I have worked exclusively with industry experts, codifying what is in their head into outcome-driven systems the market wants to buy, backed by a sales and marketing implementation strategy that is specific to each person's business.
Not a generic template. Not someone else's framework. A validated, commercial solution built entirely from your expertise, your lived experience and your pattern recognition. The intelligence only you carry. What comes out the other side are assets that you own.
Three types of people come to me. Same core problem
The senior executive leaving corporate
Decades of genuine expertise, ready to build something of your own, but selling your career history instead of a system the market wants to buy. A CV is not a system. Until that difference lands, you keep getting polite interest and no paying clients.
The coach or consultant already established
You have tried every tactic. Used AI. Posted consistently, built funnels, run ads, changed your niche three times. What you think is a marketing problem is almost always a system problem, you are marketing something the market cannot clearly buy, because it was never properly built or validated.
The founder of a service-based business
The business works, and it runs on you. Every client gets your expertise delivered live, which caps your reach at your calendar and your revenue at your hours. You want what you know codified and built into applications, so it reaches people you will never sit in a room with and the revenue stops depending on you being there.
In all three cases the work starts in the same place. Not with marketing. Not with LinkedIn. Not with content. With the system itself.
What you actually carry, who needs it and what they will pay for it. We extract the intelligence first, validate it against real demand, and only then build: thirteen assets, every one from your own inventory, until you have a solution the market wants, understands and is ready to invest in. Everything else gets built around that foundation.
Not a fit if you
Why do you need a signature system you own?
The thing most coaches and consultants sell, their expertise packaged as courses, books and advice, can now be generated by the buyer in seconds, and the buyer knows it. The price of information is heading toward zero and the price of an outcome is going the other way.
A signature system is your intelligence, extracted and built into assets that deliver a result without you in the room. It's the one thing your buyer can't copy, because it never lived in your slides. The experts who build one in the next twelve months will own their category.
Pick what you're selling today, and watch what your buyer does with AI
Let it play, or click each one. Only one of the four survives the test.
A signature system behaves more like software than a course
That's why building applications you own will replace online courses on a mass scale. When you can give your client an immediate outcome, result and transformation specific to their situation, you're in a category of one.
That's what we build inside The IncubAItor.
A signature system isn't one program. It's everything that comes out of one deep extraction
A course is one product. A signature system is a data source, and from that one source you build multiple applications: a program, a diagnostic, software applications a company can run without you, a masterclass, a pitch deck, a website, articles that own your category. Every one of them runs on the same intelligence, so every one of them is you, sounds like you and delivers like you.
That's why the extraction has to go deep. Nine layers, completed alone so you write the truth rather than the polished version. Skip it, or skim it, and you can't build a system that is 100% based on your genius, your experience and your wisdom.
Go deep once, and everything you build after that is yours.
Did it come out of your head, or did you install it from someone else's?
Plenty of people now sell "signature systems" that are their own model handed to you with your logo on it. That can't be a category of one, and the moment the person who built it changes direction, you're renting. A signature system is built from the intelligence underneath your frameworks: every read you've made in the room, the way you know which part of your own model to throw out for the person in front of you, the twenty years of pattern recognition that never made it into your slides.
A signature system is extracted, not installed.
A signature system produces a result in the client's business without you making it happen live. A course, a book, a framework or a set of frameworks does not.
None of those are assets, because none of them deliver the outcome. They describe it. A signature system is different in kind, not degree: the intelligence underneath your frameworks gets extracted, codified and built into things that work on their own.
Because the market pays for scarcity, and expertise as information is no longer scarce.
When anyone can generate your framework, your buyer stops paying for the framework and starts asking a different question: what happens to me after I pay you? If the answer is "you get information", they've already got that. If the answer is "you get a result", you have a business.
Within the next twelve months.
I've worked with over 500 industry experts since 2015 and I've never seen the ground move this fast. The experts who build a signature system in the next twelve months will own their categories by the time the rest of the market notices. That window is measured in months.
You extract first, validate second, and build only what the market has proven it wants.
Get the intelligence out of the person first, validate it against real demand, and only then build. Reverse that order and you've built another course. This is the exact engine that runs inside The IncubAItor, and it produces thirteen assets in five stages, every one built from the expert's own intelligence and nothing else.
- Audit what you sell. If the honest answer is information, your pricing is on a clock.
- Write down the result you can already produce in the room, one-to-one. That is the raw material of your system.
- Stop building courses and frameworks until the intelligence underneath them has been extracted and the market has been validated.
- Build the asset that delivers that result without you present. A diagnostic is usually the fastest first one.
- Give yourself a deadline inside 2027, because the market is setting one for you either way.
Your system gets engineered, not improvised
I am multi-disciplined. That is the difference, and it is not a claim, it is the reason all three moving parts get built properly instead of one.
A signature system is the product. You need to know a market is actively seeking that product. And you need to know how to sell and market it to that audience. Most people in this industry can do one of those three. I do all three, with a commercial lens on every moving part.
And because I come from a software background, we do not build your system with post-it notes, and we do not outsource the thinking to AI. We build logic, dependencies and an intelligent sequence, so your solution delivers outcomes every time it is deployed.
The market is not paying for a course. It wants tangible results, and that is the primary outcome of what you build and own.
Multi-disciplined by default
Product, market and sales are one job, not three specialists handing you three opinions.
Socratic, not scripted
I don't tell you what your expertise is. I ask the questions nobody else is asking until it comes out of you.
Commercial focus on every part
If a moving part cannot be tied back to revenue, it does not get built. Validated demand before a single week of build.
Engineered, not improvised
Logic, dependencies, an intelligent sequence. AI collapses the time; it never does the thinking.
A course is built on knowledge. A signature program is built on wisdom
Wisdom is not a gift you are handed. It is a sequence you walk, and most people stop at the first station and build a product from it. That is why the market is saturated with information and starving for implementation. Walk the sequence and see where you actually are.
The last two stations cannot be shortcut, outsourced, downloaded or performed. If you have walked the whole path, The IncubAItor is the machinery that converts it. If you have not, no program on earth can fake it for you.
Schedule a call with meWe build your coaching or consulting business the way a tech company builds assets
That's why we run an incubator, not a program.
Ideation happens in the room, assets get built and deployed, and what the market says comes back in as data so the next decision is better than the last. Your intelligence in, your assets out. Thirteen of them, built from your inventory without you building a single one by hand.
You. A Human Intelligence Inventory, 286 questions, nine layers deep, completed alone so you write the truth rather than the polished version.
Thirteen assets you own, deployed into the market, with what the market says coming back in as data for the next decision.
You are on stage 1: Discover
The member dashboard. Progress is generated by the engine as assets get built, never self-reported.
Human intelligence is the source code. AI is the amplifier that builds the assets from it.
The order matters. Get the intelligence out of the person first, validate it against real demand, and only then build. Every asset the engine produces is yours: the methodology, the program, the diagnostics, the AI instructions, the website. Not a template with your logo on it.
Two ways in. Same engine
The IncubAItor
A 12-month incubator, exclusively for industry experts. It runs the way a tech company runs: ideation in the room, assets built and deployed by the engine, and the market's feedback coming back in as data. Four live calls a month with me, across two time zones, and one three-day live event a year. You build an asset you own and could license, with a room of people building alongside you.
Done For You
For the expert who already runs a successful business and wants the assets without spending their own months on the build. You hand me the inventory, I run the same engine and deliver the finished product. A small number of clients at a time, because I do this work myself.
My clients are the heroes
Every client I work with has a mission only they can deliver. My job is to give them the frameworks, systems and AI platforms to commercialise it. Here is what they say about the work.
One of the greatest differentiators of this program is the structure and the ability to take an idea through an entire process from start to end and be hand-held by Mary.
I highly recommend Mary to anyone looking to commercialise their personal brand and transform their life, or who is going through a transformation.
Following her unique process of unpacking your life, I learned so much about myself and who I am at my core. She is an incredible business coach.
Working with Mary was one of the best decisions I ever made. Her process is thorough, a blueprint for success.
A transformational speaker,
not an educational one
If you want something different this year, especially for C-suite executives, sales professionals, coaches, female entrepreneurs or service businesses, let's talk about how I can best serve your event and your audience.
Mary is a dynamic presenter who connects with both C-level and future leaders. She brings energy and enthusiasm to any engagement and was ranked amongst our top three speakers.
Mary has a unique ability to capture her audience with laughter, authenticity and personalised stories. She ended with a hugely powerful video diary that opened the conversation for our guests.
Three places you can go from here
Schedule a call with me
If you are ready to become a category of one, book a call and let's explore how we can work together.
See inside The IncubAItor
The 12-month incubator for industry experts. Who it's for, who it isn't, what the engine builds and how to apply, all on The IncubAItor page.
Watch the masterclass
Not ready to talk yet? Start here. It is the only free resource I offer, because it is the only one that matters.
One Person
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business
12,000+ subscribers and growing weekly
Every edition is written for entrepreneurs starting or scaling a one-person consulting business across multiple disciplines, drawn from the last twenty years of doing it, not theorising about it.
Let's find out what you're actually sitting on
Book a call with me and let's explore how we can work together.
Schedule a call with me