People often ask me, “So… what does Ripple actually do!?”

And it’s a reasonable question.

We live in a world where every new app promises transformation but delivers… another tab. Another login. Another weekly reminder that the human race is not, in fact, evolving.

After 25+ years in business, leading companies across more countries than my passport was built for, I’ve seen a lot of technology.

Some brilliant. Some baffling. Some whose pitch could only be described as “creative fiction.”

So let me give you the straight story - the version without the Silicon Valley seasoning.

A Quick Lesson From Every Founder I’ve Ever Met

If you’ve spent any time around startups, you know the rule:

No one ever says what their app actually does.

Ask most founders and you’ll get:

• A mission

• A metaphor

• A vibe

• A quantum physics explanation

• A sentence that sounds like it was generated by ChatGPT after a nervous breakdown

But never the truth.

And for years, we all tolerated it. We pretended that “unlocking organisational potential through synergistic intelligence frameworks” meant something other than “it sends messages.”

It became normal.

I don’t think it should be.

The Real Problem: We Built Technology That Digitised Chaos, Not Reduced It

Over the years, I kept seeing the same pattern in every company:

• More tools

• More notifications

• More channels

• More meetings to discuss the tools

• More tools to discuss those meetings

Meanwhile, teams were drowning in work but struggling to actually work. Everything lived somewhere, but nothing lived together. We created islands of productivity. Little pockets of progress floating in an ocean of “where did that go again?”

And in the middle of all that chaos sat the biggest culprit:

Meetings.

The vortex where time, energy, and ambition go to sleep.

We Built Ripple to Solve the Core Problem - Not the Symptoms

Ripple didn’t come from a desire to make another workflow app. It came from a simple, painful realisation:

Most meetings should never happen. And the ones that do should be dramatically shorter.

Not because meetings are bad. Because misused meetings are destructive.

They drain energy. They derail momentum. They turn creativity into fatigue. They slow down teams that should be running.

So instead of building more features, we asked a different question:

What if we attacked the root cause, by eliminating the need for the meeting in the first place?

That’s where Ripple started.

What Ripple Really Does (The Plain-English Version)

We sort 70% of the agenda before the call starts. We use Jams to handle the updates, the context, and the thinking-out-loud asynchronously. It clears the noise so you aren’t dragging six people into a room just to get everyone on the same page.

We make the remaining 30% count. When you do meet, it’s for the stuff that actually needs a conversation: making decisions and unblocking progress. No filler, no re-hashing old news, and definitely no “could you just walk us through the slide deck?”

We handle the admin, so you don’t have to. In 2025, you shouldn’t need a scribe to prove a meeting happened. We’ve built the automation to take care of the rest:

• AI Minutes and summaries are generated automatically.

• Tasks are captured instantly and assigned to the right people.

• Everything is stored in a searchable knowledge lake, so nothing gets lost.

• Video calls happen right here in the flow, not in a separate tab.

It’s the “Flipped Meeting” model. Think of it like a flipped classroom, but for work. We’re shifting the culture from “sit and listen for an hour” to “prep async, meet briefly, and move fast.”

Why This Matters More Than Another App Ever Could

After two decades leading teams, the lesson is simple:

Teams don’t fail because they aren’t working hard. They fail because their energy is spent in the wrong places.

Meetings drain energy the fastest.

The endless administrative swirl drains it next.

Ripple protects that energy.

It funnels it toward the conversations, decisions, and work that actually matter. Not the noise. Not the performance art of “alignment.” The work.

So What Does Ripple Actually Do?

Here’s the version I give when people want the real truth:

Ripple eliminates unnecessary meetings. And it automates everything else around the ones you still have.

That’s it. No mystique. No fireworks. No 24-syllable jargon. Just honesty.

Ripple helps teams work with clarity, momentum, and respect for everyone’s time. And if we do that well, everything else - engagement, execution, speed, focus - becomes easier.

Sometimes technology doesn’t need to be grandiose. Sometimes it just needs to solve the problem we’ve all been pretending isn’t a problem.

Ripple exists because the problem was too big to keep ignoring.