Cheryl Woodhouse
Founder @Tactile Design Co
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WORK HISTORY
Founder @Tactile Design Co
Vancouver, BC, CA
Building infrastructure for knowledge workers to own their AI systems.Tactile Design Co is the parent company behind ALEX and Solo School — two products built on the same thesis: human expertise is becoming more valuable in the AI era, not less, but only if you own the systems that implement it.Previously: digital marketing agency serving B2B clients. Nearly $2M in lifetime revenue. Pivoted to education and toolbuilding in 2021 when I realized the people I was teaching needed better tools, not more courses.Currently developing The Constraint Imperative — a framework arguing that AI\'s unlimited capacity requires human constraint architecture to produce useful output, and that Service as Software is the correct structural response to the post-scarcity knowledge economy.
SKILLS
ABOUT CHERYL WOODHOUSE
Everything is possible, so nothing is possible.That\'s the problem with AI right now. Not that it can\'t do enough — that it can do everything, equally averagely. Infinite capacity, zero constraints. And the output reflects it.I\'ve spent the last year building and researching at the intersection of AI and human expertise, and I keep arriving at the same conclusion: the gap between AI\'s capacity and AI\'s usefulness is always a constraint problem, not a capability problem.Creativity doesn\'t come from having more options. It comes from the productive encounter with limitation. A sonnet is fourteen lines. A brand is what you choose not to say. A strategy is what you decide not to do.AI has no constraints of its own. That\'s why it needs yours.This is the argument I\'m making in The Constraint Imperative — a framework for why knowledge workers shouldn\'t be learning to use AI faster. They should be building, owning, and supervising the AI systems that implement their expertise. Not operators. Owners.I\'m building two things that put this into practice:ALEX (runitbyalex.com) — an AI-powered content engine for coaches, consultants, and B2B service providers. It doesn\'t generate new content. It finds your best existing work, preserves your voice, and deploys it strategically. Preservation over generation. Your content, resurfaced by your constraint architecture.Solo School (soloschool.ca) — a business incubator for neurodivergent founders building Service as Software companies. We teach people to stop selling hours and start owning the AI systems that deliver their expertise at scale.My path here: 22 years in business. Former agency owner, nearly $2M in revenue. Daughter of a computer science professor who taught me to think about what machines can\'t do. Five years in business education. Now building tools that prove knowledge workers should own their AI systems, not just work alongside them.I write about Service as Software, the post-scarcity knowledge economy, and the future of expertise.
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