You already know what needs to shift. You keep finding reasons not to have the conversation.
Most leaders right now are buying AI tools faster than they're rebuilding how they think. Changelog is coaching for the ones who want to do it the other way around.
Every founder I talk to is in the same place. The work their team did is now done by them plus agents. Decisions they once delegated sit on their desk. The company has changed, but the manual hasn't. Most buy more tools, because tools are concrete and discomfort isn't.
The harder move is rebuilding how you think — exposing the assumptions you carried in from the old model. The ones that were true then but aren't anymore. The ones you're avoiding because updating them means admitting something about where you are.
Changelog is the room where you say the thing out loud and find out what you actually believe before you build another layer on top of it. Use me as a mirror and a sounding board. My job is to help you understand what's holding you back so you can remove it — not to hand you a solution, but to help you find your own.
"When I say you changed my life, I'm not exaggerating one bit. What you have helped me with is make me connect the dots with all honesty."
How the work goes
01. We strip the question to first principles
You walk in with a stack of decisions. Hiring, restructure, what to ship, where AI fits, whether to keep building or sell. My first job is to pull each one back to the assumption underneath — the part you stopped questioning because it used to be true. The AI transition is exposing them faster than you can update them.
02. I ask the question you've been avoiding
Most clients already know what needs to change. They know which hire isn't working, which conversation they're postponing, which version of the company they've outgrown. I name the question they've been circling and put it back in front of them. I don't rescue you from the silence that follows, because the sentence you say at second seven is usually the one you've been carrying alone for six months.
The session is led by you. Bring anything — "I'm afraid I'll fail," "I don't know if this matters," "I feel stuck." We'll take it from there.
03. We move to a call you can act on this week
Clarity that doesn't change next week's calendar is just a nice conversation. Every session ends with one observable move — something we can both point at by the time we meet again. Smaller than you think, and more specific than you'd choose on your own.
What people say about working with me
"You treat me as a person and not as a 'hero' or a 'case to be worked upon.' You are helping me find what I love and the feelings that come with it."
"I've been in a limbo of confusion for years. Having a sounding board helped me see the light and take steps forward instead of feeling stuck."
"Alan helped me separate wheat from chaff, allowed me the comfort of honesty and vulnerability and dealt with it with grace and no judgement."
Three ways to work together
The deep dive
A single, high-intensity session to unblock a specific decision — a hire, a pivot, an AI bet, an org change. Best for leaders at a discrete inflection point who need clarity before the next move.
The sounding board
A monthly retainer for ongoing thinking partnership through the transition. We meet regularly to stress-test your assumptions as the ground shifts, give you honest pushback, and keep you out of the trap of optimizing the wrong question.
The transition sprint
Weekly calls for one month to navigate a high-stakes shift — a restructure built around AI, a funding round, a rebuild of how the team works. Focused, intensive, designed to move you through the noise before the window closes.
Leaders rebuilding the operating manual while the company is still running
You might be a founder operating under assumptions that no longer hold. A CEO whose team is shrinking on purpose. A leader adding tools but feeling the actual unlock isn't there.
You've crossed into the part of leadership where the right question matters more than the right framework. Your board wants growth. Your team wants direction. Your investors want the story. You need someone in the room whose only job is to ask what you've been avoiding — and who knows enough about what you're actually doing to ask it well.
If you already know what the question is, this is the room. If you don't, the first 45 minutes will help us find it.
Everything we discuss stays in the room. I may record sessions to improve as a coach — you'll know if I do.
Alan Soon
I coach founders and leaders through the AI transition. I've spent 30 years in media, built and sold products, and run three solo businesses with AI doing most of the production. I live inside the same transition.
Before Changelog: I ran editorial at Yahoo across six countries in Asia, wrote business news at CNBC and Bloomberg, and co-founded Splice Media, where we helped entrepreneurs build viable media startups.
I'm certified through SMU and the ICF. I also fly small planes — the most useful thing I've learned for this work. The instruments don't lie. You either read what's in front of you and act, or the situation acts for you.
You don't need to have it figured out before you write. Just tell me what's going on — I'll reply within a day.
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