You know what needs to happen.
It still isn’t happening.

Sam Hirbod is an executive coach and operating partner in New York who removes recurring manual work from an executive's week and replaces it with built systems. That means an audit of how you operate now, weekly working sessions where an artifact gets produced, AI agents and workflows wired into the tools you already use, and a handoff so the system runs without him. He works with individual leaders and with companies scaling sales, service, and support. He is Lead Strategic Partner Development Manager at HubSpot, where he has shipped ten production AI agents and had his AI playbooks adopted into HubSpot's global partner training, and he has coached more than 1,000 professionals.

There are four options. The Scoping Session is $450 for 60 minutes and a written one-page Scoping Memo, credited in full toward any engagement. The 90-Day Execution Engagement is $9,000, billed $3,000 monthly, covering twelve weekly working sessions at $750 plus everything drafted between them. Revenue Operations Advisory for companies starts at $3,000 a month. Standing Advisory, available to engagement alumni only, is $1,500 a month for two working sessions plus messages between them.

An AI-augmented executive is a leader whose recurring work runs without them. Using AI means opening a tool when you have a task. Being augmented means the briefing, the draft, and the weekly review are already produced before you sit down, because systems run them on triggers and real data. The term describes the end state of a 90-Day Execution Engagement, set out in full in this article.

Sixty minutes on your actual situation, followed by a one-page Scoping Memo within 48 hours. The memo states what to fix, in what order, what you can do yourself versus what needs building, and whether an engagement is warranted. If it isn't warranted, the memo says so. The memo is yours to keep either way, and the $450 is credited in full if you go on to an engagement.

Twelve weekly working sessions across the ninety days, in three phases. Weeks 1–2 are the Audit: a written map of how you actually operate, covering calendar, priorities, decision backlog, and communication patterns. Weeks 3–10 are the Build: each session ships an artifact such as a delegation structure, a negotiation frame, a rebuilt calendar, or an AI workflow. Weeks 11–12 are the Install: the system is documented and handed over so it runs without Sam in the room.

Usually not. Sam drafts anything document-shaped directly: scripts, delegation structures, decision maps, board pre-reads, playbooks. Same for the two to three personal AI workflows in an individual engagement. For anything that lives inside your company's stack there are two routes. Sam writes the specification and your team builds against it: no external login, no data access, security review stays out of the critical path and work starts immediately. Or Sam builds it in your environment, which does require access and whatever review that triggers. Most engagements take the first route.

Both, and the distinction matters less than the method. The work always runs audit, build, install: find what is stopping execution, build the system that fixes it, then hand it over. With an individual leader that looks like coaching, because the constraint is often behavioural: delegation, decisions, avoided conversations. With a company it looks like consulting, because the constraint is structural: process, handoffs, manual work. Same sequence either way, and most engagements involve some of both.

It fits executives and founders who already know what needs to happen and have real operational surface area (a team, a board, a P&L) where a new system can run, and who want movement inside a quarter. It is not a fit for people looking for therapy, for open-ended thinking-partner conversations, or for tactics without any examination of how the week is actually structured.

Both. Most engagements run virtually, and in-person sessions are available in New York City. Sam has worked with clients across the United States and Europe, previously based in Stockholm, Dublin, and Boston.

Mind & Mechanism is a joint executive coaching program Sam runs with Danny Liu, PsyD, a licensed clinical psychologist in Manhattan, for Asian American founders and executives. Danny works the belief underneath a stuck pattern; Sam builds the systems the new behavior needs. It starts with a joint Executive Performance Assessment and a written 90-day Blueprint, and each coach bills separately. Working with Sam directly, through TLDR Coaching LLC, does not involve the psychological track. Full details at asianamericanexecutivecoaching.com.