Thinking. Made visible.
Consulting, coaching and purpose-built software for how people and organisations think, decide and act.
Explore all servicesStart with what actually happens.
A reaction. A decision. A process.Find the pattern and what shapes it.
Evidence. Assumptions. Conditions.Choose a response you can put to work.
A conversation. An operating rule. A tool.Selected work / ApexForm products
Two products exploring how people and organisations think, decide and act.
Personal reflection / iOS app
Make room for what your own words reveal.
Reflect on an experience, consider a possible interpretation and return to your history over time. Your judgement stays part of the process.
First public iOS release in preparation.
Organisational decisions / Commercial beta
A decision has a history.
A decision and reasoning intelligence system for teams, connecting evidence, reasoning, human sign-off, actions and outcomes.
Explore AFOSWhat informs the decision?
Why choose this approach?
Who owns the decision?
What happened next?
The method behind the work
The repeated reaction. The decision that stalls. The workaround that has become the process.
Look at the assumptions, information and conditions that shape the outcome.
A different conversation, a clearer operating rule or a better tool. Something you can put into practice.
Ways to work together
Consulting, AI adoption, training and coaching. Start with the question in front of you. View all services
Consulting that connects how work happens with the systems, decisions and software supporting it.
Explore consultingExplore a recurring pattern through a written decode, a coaching conversation or your own reflections.
Explore personal workAn operational starting point
The free 30-minute Process Teardown is a focused conversation about one workflow, its friction and what might be worth changing.
Explore Process TeardownA defined consulting engagement
A five-business-day process audit with costed findings, ranked recommendations and a 90-day plan. Scope and fee are agreed before work begins; implementation is separate.
Explore the audit See a sample of the work
The person behind the practice
ApexForm began with Jake Wyatt examining his own beliefs, behaviour and identity. That inquiry now informs the work with individuals and organisations.
Today, Jake brings that curiosity into consulting and AI-assisted software development, with care for both how things work and how they feel to use.
Read Jake’s storyResearch & field notes
Working ideas, observations and questions behind the practice.
Research / Working paper
The Journal / Behaviour
The Journal / Practice
The Journal / Reflection
The Journal / Reflection
Read the research
The thinking behind the method: Beyond the Snapshot, a working paper. DOI 10.5281/zenodo.22771705. Not peer-reviewed.
Prefer to read it now? Open the PDF directly.
Keep the conversation going
Describe a project or explore a coaching session.
Keep exploring