A thoughtful approach to working with AI.
We help teams and leaders explore what AI makes possible in their work—and develop the understanding, confidence, and judgment to put it to use.
That starts with your people, the work they do, and the problems they want to solve. Together, we find useful places to begin and build from there.
Start with the people who know the work.
The people closest to the work bring something essential: an understanding of its context, its complexities, and what a good result looks like.
We help them connect that knowledge with what AI can do. Sometimes that means making an everyday task easier. Sometimes it opens up a different way to approach the whole process.
Our role is to help people see those possibilities, explore them, and make informed choices about what comes next.
Build understanding that keeps growing.
Tools change. Models evolve. New possibilities emerge.
We focus on ways of thinking and working that people can carry forward: breaking down a problem, giving AI useful context, questioning its output, and knowing when human judgment needs to lead.
Through practice on real work, teams develop a feel for where AI helps, where it falls short, and how to adapt their approach as its capabilities change.
Stay curious. Use judgment.
We believe there is room to be excited about AI and thoughtful about how it is used.
That means making space for questions, testing assumptions, and being honest about limitations. It means deciding what to change—and recognising what already works well.
We start wherever you are today. Your ambitions, experience, and concerns help shape the work we do together.
Leave people more capable.
Through team learning, leadership coaching, and focused builds, we help people turn understanding into practice.
The aim is for your team to become more confident identifying opportunities, trying ideas, assessing results, and solving problems for themselves.
A useful outcome is something that works today. A lasting one is a team with the capability to keep learning and improving how work happens.
Get to know us.
Sid has spent his career at the intersection of technology and business change. After leading growth at venture-backed startups and advising Fortune 500 companies on digital strategy, he founded Refound to help organisations work out what AI actually means for the way they operate.
His approach combines deep technical understanding with practical business judgment. He knows what AI can do, and how to make it land inside a real, complicated organisation.
He believes the companies that will define the next decade are being built right now. The differentiator is the willingness to rebuild around the technology.
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Soumya's career has been about translating complexity into clarity across media: from a decade in graphic design to product design at Hāpara, Culture Amp, and Hectre. She combines strong visual instincts with deep user empathy and a trained eye for accessibility. She believes AI changes what designers can do without changing what they're for, and brings that perspective to every problem Refound tackles.
LinkedIn ↗Let’s find a useful place to start.
Tell us about your work, what you’re curious about, or a problem you’d like to explore.