Ian Brake built Decision Lab because consequences teach too late.

Ian helps people see what is shaping a decision while there is still time to do something about it.

Ian is a two-time founder with more than twenty years of operating and leadership experience across the US and UK. He founded and franchised AutoFocus Rims, later helped scale the regulated LegalTech business ClickNotices as Director of Operations, and worked directly with franchise owners as an Operations Coach at Maaco Corporation.

Through GearedGoals, Maaco and wider advisory work, Ian has worked with hundreds of business owners and leaders across growth, turnaround and organizational change.

That work has also produced measurable outcomes. In one documented GearedGoals engagement, Maaco franchise owner Rob Taylor grew annual sales by more than $900K to over $2M while working with Ian to strengthen the business systems supporting continued growth.

Ian later served as CEO of Talking Tommy Ltd and holds an MBA with Distinction from Alliance Manchester Business School.

Decision Lab emerged from a repeated observation: organizations and individuals often intervene after a pattern has already become expensive. Better systems matter, but systems multiply the quality of the judgment entering them.

The aim is practical—make consequential patterns visible while there is still time to change what follows.

Follow Ian’s field observations on decision-making and organizational judgment on LinkedIn →