I spent years in a cockpit where ambiguity kills.

As a Boeing 747 pilot for Qantas Airways, precision, process, and clarity weren’t ideals – they were survival. Every system had a single source of truth. Every decision was recorded. Every handoff was governed.

Then I spent 15 years in construction, where ambiguity just… costs.

I co-founded Earth Elements, an interior finish supply company with three showrooms serving luxury residential projects across the U.S. Northwest. I had a front-row seat to the chaos layer – and I watched the same pattern repeat on every project.

Selections made, but never documented. Spreadsheets out of sync with reality. Bids based on outdated specs. Items changed after orders were placed. Designers picked beautiful things. Builders priced based on assumptions. And when intent didn’t match execution, the GC absorbed the cost.

Nobody owned the system. Everyone paid the price.

“The industry didn’t need another app. It needed a system of record.”

A single place where design intent is captured, governed, and preserved. Where what’s approved is what gets built. Where the GC finally has defensible clarity instead of interpretive liability.

“I didn’t have one moment of clarity. I had 15 years of watching the same mess repeat – and finally decided to fix it.”

That’s why we built efficiently, ‘The System of Record.’