Nick Dinsmoor on the operational transformation AI demands — from Second in Command podcast to Reel Axis evolution.
Nick Dinsmoor This article is in development. The structure, schema, and internal linking are in place. Final copy will be published shortly.
This post is part of the Reel Axis Blog — AIO insights from operators who built and scaled a real business before pioneering AI Optimization.
I started Reel Axis in 2018 because I kept meeting the same guy over and over. He owned a small B2B tech company, usually an MSP or a small SaaS shop. He was smart. He knew his product cold. His customers actually liked him. But his go-to-market was held together with duct tape and a couple of freelancers, and he couldn't tell you what was working. He couldn't afford a real marketing team either. Every agency he'd hired had sold him some template that didn't quite fit his business.
I wanted to build the marketing partner that guy could actually trust. Not a template shop. Not a lead-gen mill. A team that understood B2B tech, respected the operator, and could show its work.
For a while it worked. Then COVID hit and everything changed twice.
The first change was that we grew, and we grew fast. Owner-led companies suddenly had budget and urgency, and we rode that wave. But scaling a services company means one thing: hiring people. And hiring people means the thing you were selling, a consistent high-quality output, becomes the hardest thing in the world to actually deliver. Every client is a little different. Every SOP has a nuance that only shows up on the third engagement. Every new hire is a fresh translation problem. We wrote playbooks. We ran trainings. We hired good people. And some clients still got the A-team version of Reel Axis while others didn't, and honestly I couldn't always tell you why in advance.
The second change was harder. The market cooled. Some accounts churned. And here's the thing nobody tells you when you start a services company: scaling up is hard, but scaling down is brutal. You're not managing a spreadsheet. You're managing people's lives. Their mortgages, their families, their kids. I've spent nights I don't want to relive figuring out how to hold a team together that I'd built through the good years.
If you've been through any version of that, you already know why I'm telling you.
Here's what nine years of running this thing actually taught me. The problem isn't that small businesses don't want great marketing. It's that consistent, high-quality execution, the kind that used to take a team of ten people, has always been out of reach for a company our size. Not because the work is hard. Because the system around the work is hard.
Which brings me to AI. Not the AI in the press releases. The AI I actually use every day.
I got obsessive about this stuff early. I was vibe-coding before there was a name for it, back when the models were buggy and unreliable and you'd burn a whole afternoon just to get an agent to almost work. We used Claude back then too, along with everything else, and none of them were the gold standard they've become. Most experiments went nowhere. But every so often something would click, and you could see what this was eventually going to be. There were stretches where I'd spend 18 hours a day building agents, running the business, and still trying to be a decent dad to my two very active daughters. My wife has been more patient than I probably deserved.
When OpenClaw came out, I built over fifty agents in a few months and set tens of thousands of dollars on fire in tokens figuring out what actually held together in a real business. Most of it didn't. But some of it did.
And then Claude grew up. The models got serious. Anthropic packaged everything in a way where you could feel the difference immediately, not in a demo but in an actual working part of your business. Our newsletter workflow started producing better content than half of what our team had been writing. Our outbound started running itself. The consistency I'd been chasing for nine years, the thing SOPs and trainings and hiring couldn't quite deliver, finally showed up.
That's what Reel Axis is now. Every agent, every workflow, every service we sell is one we run inside our own company first. If it doesn't hold together for us, we don't offer it to you. And when we do offer it, we run it. You don't get a login and a “good luck.” You get us, doing the work, on your business, on your data.
I know how many AI pitches you've sat through by now. This isn't one. It's an invitation to talk to another small business owner who spent nine years learning what actually breaks a services company from the inside, and built the thing he wishes had existed the whole time.
If any of that sounds like your life right now, I'd like to meet you.
