Direction is a leadership decision — not a technology one.

Michelle Lee advises founders, CEOs and leadership teams on strategic direction and transformation — helping them make clear, defensible decisions before committing time, money and organisational capacity.

Tuju grew out of a simple observation: AI has multiplied what is possible, but not what is wise. The harder question is not what AI can do, but where it should take the business. Tuju exists to answer that question first — starting with the value and direction of the business, then deciding where AI genuinely belongs.

Her work spans strategy, brand and organisational change rather than engineering. The emphasis is judgement and direction — the decisions only leadership can own.