I've spent 10 years across big tech and venture-backed startups, building my career around understanding consumer behavior. I enjoy researching obscure business trends and creating tools that identify patterns others miss.

But I don't just stop at research, I build automation systems that pipe raw data and analytics directly into business processes. I've used these systems to generate leads, run personalized marketing campaigns, and drive tens of millions of views across social media.

I design the workflows, connect the data sources, and build the automation pipelines. I use GitHub Actions, Cloudflare Workers, and n8n to run these systems 24/7. 

email: jd@joedirico.com

Joe DiRico

Co-Founder at Peak

I don’t have all the answers. But I’ve lived the problems and I’m building the solutions I believe in.

The things I care about; creativity, wellbeing, systems, tech aren’t trends.

They’re what helped me survive, that’s what led me to Peak.

I’m building what I wish I had, tools to help people feel better think clearer and create more freely.

I got expelled at 15 for being disruptive, turns out I was just wired differently.

ADHD shaped how I think. Fast. Obsessive. Unconventional.
It made school hard. It made business make sense.

🎯 I started Peak to break the 400-year caffeine alcohol loop.

Mood drinks designed to support dopamine and serotonin not spike adrenaline.
Functional. Low sugar. Made for mental wellbeing.

Before Peak I spent 10 years in the creative industry
Including running my own film production company - straight into the ground.

Burned out. Broke. Brain fried.
Lesson learned: creativity needs structure or it eats itself.

After that I co-founded a CBD startup. We launched in the UK and US grew fast and exited in 2020

Louie Syred

Founder at Peak Moods | Creative Strategist | Entrepreneur

I help turn your brand vision into a scalable digital product | Neverbland CEO

I'm convinced there's only two ways to use AI
and im going to explain why.

2025 was an AI frenzy... we all caught the fever eventually.

And who can blame us? When free tools make basically anything possible, who doesn't start acting like a child in a sweetie shop.

But fortunately the dust is starting to settle. The hacky benefits are starting to wane (thankfully). And we're realising the beauty of being human is not lost because AI can replicate some of the things we do.

Unique input, perspective, a point of view. Without at least one of these, AI is useless.

There is no end of companies now using AI to cut corners whilst claiming it as innovation.

Short term it looks efficient but long term they're driving down their own value.

After using it personally, with the team and looking at how our clients are requesting it - I've recognised we have a LOVE/HATE relationship with AI

And now I know why.

Because there are two completely different ways to use it:

To do more
Or
to do less.

That is to say:
To be effective
or to be lazy.

Think about it…

Effective is "I'm going to pitch you as a Series A investor. Push back on weaknesses and coach me on how to improve."

Lazy is "Write me a 12 slide pitch deck."

Same tool, totally different intent and a completely different outcome.

What's great about this as a heuristic is you can use it every time you think about implementing AI in your workflow.

The answer will dictate whether you find yourself creating value or diluting it.

I’ve listed a few examples 👇

How are you using AI?

taplio

The Battle

Joe DiRico

Louie Syred

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taplio

The Battle

Joe DiRico

Louie Syred

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Louie Syred's LinkedIn Performance

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