About
I run businesses on AI. The consulting comes from what I learn building them.
Twice a founder. Operator first.
Morgan Ball
Barcelona · CET
Before Preferr and Glend, I worked across two AI and innovation practices. At Board of Innovation, I led strategy, innovation, AI, and digital transformation projects for Nestlé, Heineken, Walmart, KPN, Pierre Fabre, JDE, Valmet, and Neste. An autonomous innovation engine for Nestlé. AI transformation for Walmart.
At Barça Innovation Hub, I scouted and deployed startup tech inside FC Barcelona, embedding outside teams into club operations.
Somewhere along the way I noticed something. The advice I kept giving was almost the same in every room: most companies don't need an AI roadmap, they need two or three workflows that actually work. But most enterprises weren't structured to hear that, much less ship it.
So I built it myself. Twice. Preferr uses AI to match coffee drinkers with specialty roasters. Glend runs AI-automated product sourcing and ops for a gluten-free e-commerce business in Spain.
Now I help other operators do the same. Without the consulting deck, without the 18-month roadmap, without the hype.
What I'm not
Said plainly, before you ask.
- I'm not an AI maximalist. Most processes don't need AI. I'll tell you when yours doesn't.
- I'm not a slide-deck consultant. Strategy without implementation is decoration.
- I'm not selling shovels in a gold rush. The hero product is implementation, paid only if we ship.
How I work
In practice, not in theory.
Warmth over polish.
I'd rather have a real conversation than send you a deck. Discovery calls are 30 minutes, free, no slides. We spend most of the time on your business, not mine.
Specificity over abstractions.
I show you live AI from Preferr and Glend so you can see what it actually does in a working business. Not a screenshot. Not a vendor video. The real thing, on my laptop, in front of you.
Honest about scope.
Some of the most useful conversations I've had ended with “I don't think you need me. Here's what to do yourself.” That's the test of whether the advice was about you or about my pipeline.
Operator first.
Every recommendation passes a single check: would I run this in my own business tomorrow? If not, I don't recommend it.
Quick credentials
- Founder
- Preferr (specialty coffee discovery) · Glend (gluten-free marketplace, Spain)
- Past consulting
- Board of Innovation (Nestlé, Heineken, Walmart, KPN, Pierre Fabre, JDE, Valmet, Neste) and Barça Innovation Hub (FC Barcelona).