Three decades building businesses, studying behavioural psychology, coaching hundreds of leaders. I came to AI with one conviction: the irreplaceable part was never the machine.
The first: they handed their thinking to ChatGPT and called it strategy. Years of hard-won instinct, sidelined for whatever the machine suggested. The speed was seductive. The cost was invisible. Until their decisions started sounding like everyone else’s.
The second: their content, their brand, their voice. Flattened into the same polished-but-hollow paste that floods every platform. They were producing more than ever and saying less than ever.
I watched exceptional people become interchangeable. And I decided to do something about it.
I needed a structure that would let leaders use AI at full speed without losing the thing that made them worth following in the first place. Their judgment. Their voice. Their strategic clarity.
Amplify OS is that structure. It sits between you and every AI tool you touch, encoding who you are so the machine can extend your thinking instead of replacing it. Three pillars. One philosophy. A framework that evolves as the technology does, but the principles hold.
See How It Works →Every engagement starts from the same place: your thinking matters more than any tool. Here’s how I bring that to life.
I stand on stages and say things that make people uncomfortable. About the AI they’re using wrong. About the identity they’re giving away. About the future they can still shape if they start now.
Book me →I sit with leadership teams for a day and we rebuild how they think about AI from the ground up. Not theory. Not demos. Actual decisions about actual work, made before they leave the room.
Learn more →My operating system for leaders who refuse to choose between leveraging AI and staying human. Install your identity into your tools. Let the machine extend you instead of diluting you.
Explore →I don’t believe in building one monolithic thing. I believe in focus. Each of these serves a different audience with the same underlying conviction.
I partnered with Coaching.com to bring AI fluency to professional coaches. A 12-month mentorship I personally lead. Because coaches shape leaders, and leaders shape everything.
Learn more →I co-founded Humane Business for established operators who want to grow with AI without selling out their values. Foresight, strategy, and implementation. Done with integrity.
Learn more →Where the full body of work lives. The frameworks, the standard, the book. If colinscotland.com is where you meet me, amplifyintelligence.io is where you study the method.
Learn more →Every week I share one idea worth sitting with. On AI, leadership, and what it actually takes to stay relevant without losing yourself. No templates. No hacks. Just the thinking I wish someone had given me earlier.