AboutPerth, Western Australia
Founder-led,
end to end.
Directive is founder-led from the first call to the handover. This page is who you are dealing with, and how the work gets done.
01The founder
Mash Prime · Founder · Perth, WA
I’m Mash Prime, founder of Directive, and I’m who you deal with from the first call to the handover. I design the systems, write the code, and run them in production, so when something needs fixing you are talking to the person who built it. No account managers, no handballing, no offshore team you have never met.
Before Directive I ran operations across Australian FMCG distribution and independent music media. I started Directive after watching too many AI pitches fail to become working systems inside real businesses, and the difference is usually whether the person building it has actually run operations themselves.
Proudly based in Western Australia.
Supporting local businesses to operate smarter.
02Why this exists
Built from inside the work.
Most AI consulting is deck-first, operator-last. We work the other way around. Every system we build starts from inside the work: not from a workshop whiteboard, not from a platform sales pitch, not from last quarter’s Gartner slide.
If it can’t run reliably inside your business, it isn’t finished. That’s the bar.
03How we work
The same rules,
every engagement.
- Discovery-led, not deck-ledEvery system starts from inside the work: how orders actually arrive, where the retyping happens, what month-end really costs.
- Paid discovery, and you keep the planThe workshop produces a written action plan that is yours whether or not we build anything.
- Australian-built, Australian-hostedData flows, access and hosting are documented from the start, on infrastructure you control, here by default.
- Yours to ownPortable, auditable, documented. No black boxes, no lock-in, and a practical escape hatch from day one.
04What to expect
An engagement, start to finish.
Four stages, with a clean exit between each one: intro call, discovery workshop, proposal and build, then run or hand over. You are never locked in past the point the work has earned. How engagements work, in detail.
Talk to the person
who builds it.
Bring the process that hurts to a 30-minute call, and I’ll tell you honestly whether it is worth automating.