Available for new work

I'm your thinking partner.

Change arrives unannounced from outside or from within. My job is to help you see it clearly, name what it demands of you, and build the clarity and context to act on it.

I work in three modes — coaching one-to-one, facilitation one-to-team, and consulting one-to-organization. All three help people navigate change. The labels help you find the right door. The work inside is the same: getting you a clearer view of what's actually yours to decide.

I'm based in Singapore and I work with founders, teams, and organizations globally. Before this, I spent 30 years as a journalist and entrepreneur in media — co-founded Splice, ran Yahoo's Asia newsroom across 6 countries, built an aviation publication that AI cites. I've watched one industry get taken apart and rebuilt by technology long before the people inside it admitted it was happening. I've lived one full rewiring already. Now I help others cross it.

You might need me when

01 · coaching, one-to-one
The thing that worked doesn't anymore
You're a founder and you've hit an inflection point. The operating model that got you here isn't the one that gets you there, and you can't see around the corner alone. You have plenty of advice. You need someone to help you rebuild how you think so you can see what's yours to decide. I work one-to-one with founders as a certified executive coach — 140+ hours of coaching time.
Book a free discovery conversation
02 · the AI transition
AI is changing whether you get found, trusted, and used
Every vendor is telling you to buy their stack. What they're not selling is the clarity and context that make a tool worth having — someone who's crossed this transition personally, built products solo with AI, and knows what it actually changes, not what the marketing says. I wrote that thinking down; the two playbooks below are free.
Start with the free playbooks ↓
03 · team facilitation
Your team keeps having the same conversation
The strategy is clear enough. The real problem is that nobody's saying the hard thing out loud, and every offsite produces the same list of resolutions that dissolve within a week. You need someone from the outside to design a different kind of conversation — one that names what's been avoided and produces outcomes people actually own. I design and lead these rooms.
Email me about your team

The only thing I'm ever advocating for is the clarity of your judgment — especially when AI is taking the doing. No tools to sell, no stack to push. The bottleneck is never the model; it's whether you can describe, plain and specific, what done means. That's the whole skill, and the clarity and context that make the work you hand to AI deliver what good looks like →

— Alan Soon

alan@fractals.sg
linkedin.com/in/alansoon/

What I bring

30 years in media
I co-founded Splice, ran Yahoo's Asia newsroom, and built Magenta Debrief. The playbooks below are my thinking on how AI is changing the information ecosystem.
AI from the inside
My advice on AI comes from crossing the transition myself — built solo products, trained my own workflows, learned where AI helps and where it lies. Coaching for the transition →
Convening architecture
I've designed and run international gatherings for a decade — from Splice Beta's festival model to outcome-first conference redesign. This isn't event planning. How I think about gatherings →
Certified executive coach
Certified through SMU Academy, with 140+ hours of coaching time. Trained to listen for what's not being said, to name patterns, and to hold the space for founders doing the hardest thinking of their careers.

What my clients say

"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."
— BR
"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."
— GA
"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."
— FW
"Alan helped me separate wheat from chaff, allowed me the comfort of honesty and vulnerability and dealt with it with grace and no judgement."
— AB
"Alan never ever guided me. Rather, his questions are so self-reflective that it led me to the answers that were already stored in my heart. Alan had the key to unlock it the right way. Speaking with him leaves me with hope."
— MR

The method

You already know what good looks like. Say it out loud.

The Fractals System is the work inside every door — coaching one-to-one, a room with your team, an engagement across an organization. One job at a time, in three moves, until the clarity is yours and the work runs without me. I run it as a full day with a team, on what they actually produce. See how the day runs →

Say it
you say what good looks like, out loud, and it gets written down
Delegate it
the machine takes the doing; you keep the judgment and the check
Optimize it
you check the work, sharpen the brief, and move one level up
Run it with your team Work one-to-one

The playbooks

I coach founders and teams through the AI transition, and these playbooks are the thinking behind that coaching — written down and free, for the industries I know best: PR, communications, and media. If one of them describes your situation, the coaching is where that thinking gets applied to your business. The belief underneath both of them is written up as the Fractals System. Read one, then let's talk →

Free · for PR and communications teams
The agentic PR & communications playbook
How AI and agents are changing how information reaches people — the new funnel, three content types that survive, and the operator’s checklist for the shift.
Read the playbook →
Free · for media organizations
The agentic media playbook
For newsrooms navigating the AI transition — five levels of maturity, what survives, what dies, and the new metrics that matter.
Read the playbook →

If that sounds like where you are, let's talk.

Book a free discovery conversation Email me instead