About John.
Strategist, builder, and AI consultant based in Norfolk, East Anglia. Helping founders and organisations navigate AI with clarity, not hype.
From mathematics to AI strategy
My background is in mathematics. It is the kind of thinking that teaches you to look for structure, ask better questions, and be honest about what you don’t know. It has shaped everything I’ve done since.
I’ve spent years working across business, technology, and strategy. As Co-Founder and COO of AI startups in sport and culture, I’ve been through the full journey, from early-stage ideation through to building products that real people use. I understand the pressures founders face because I’ve faced them myself.
I founded MoonBoots Consultancy to bring that experience to a wider range of organisations. The consultancy is deliberately based in Norfolk. Close enough to be accessible, independent enough to give honest advice. I also co-founded Moments, a community platform for athletes, artists, and clubs, which continues to shape how I think about technology, community, and long-term value.
The thread running through all of it is a belief that technology should serve people. Not impress them, not confuse them, not replace them. Serve them. That’s the lens I bring to every engagement.
How I work
These aren’t slogans. They’re the principles that guide every conversation, every strategy, and every system I help build.
- Principle 01 / 05
Clarity over hype
The AI space is full of noise. I focus on cutting through it, explaining what's real, what's useful, and what's just marketing.
- Principle 02 / 05
Strategy before tools
Technology is only as good as the thinking behind it. I always start with the problem, not the solution.
- Principle 03 / 05
Human-centred systems
AI should augment people, not replace them. Every system I help build is designed around the humans who will use it.
- Principle 04 / 05
Long-term thinking
Quick wins matter, but so does sustainability. I help organisations build AI capabilities that last, not just launch.
- Principle 05 / 05
Technology serves people
Technology should serve people, not the other way around. If a tool does not make someone’s life better, it is not worth building.
What working with me looks like
Every engagement follows the same shape. The depth varies, the deliverables vary, the duration varies. The shape does not.
Most engagements run from a single conversation to a Blueprint Day to a focused build. Some stop at clarity. Some keep evolving for years. The first conversation is always free, and never wasted.
He listened first. The site he built for the practice feels like the practice, not like a template someone bolted my brand onto. That is rare.
Based in Norfolk, working across the UK
MoonBoots Consultancy is deliberately based in East Anglia. It’s a conscious choice. Not every good consultancy needs a London postcode, and not every client needs London prices.
Being in Norfolk means I’m accessible to businesses across the UK, with the perspective that comes from working outside the usual echo chambers. I work with organisations locally in East Anglia and remotely across the country. The quality of the thinking does not depend on the postcode.
If you’re a founder, executive, or organisation in Norfolk, Suffolk, Cambridgeshire, or anywhere in the UK looking for honest, practical AI guidance. I’d be glad to hear from you.
What I can help with
Every engagement starts with a conversation about what you’re trying to achieve. From there, we work out the right approach together.
Most engagements start with a conversation.
Tell me what you’re working on and I’ll suggest the clearest path forward. No obligation, no hard sell.