My coach became my co-founder. That's the whole pitch.

In October 2024, ALK restructured and my job of fifteen years went with it. Between that month and March, I sent 97 applications. I got zero offers. I'd never sold anything in my life, cold outreach felt shameful, and my self-esteem went where you'd expect it to go.

Somewhere in that stretch I hired a coach I'd found on LinkedIn: a Dane named Peter Sorgenfrei who had built six companies, burned out completely, and rebuilt his working life around coaching founders and CEOs. I was not a founder or a CEO. I was a laid-off pharma director wondering whether application number 98 was worth writing.

Working with Peter didn't get me a job. It got me something better: the realization that I'd stopped needing one. I started posting on LinkedIn, thinking I was building an audience. I was rebuilding myself. In April 2025 I founded a small consultancy with no idea whether anyone would pay. People paid. Within a year I'd trained hundreds of professionals inside companies like the one that had just let me go.

And in November 2025, the coach became the business partner. We founded It's AI Right together.

Why this story is on a company blog

Because it's the cleanest proof of the thing we sell.

Our whole business rests on one claim: that the right help, at the right moment, changes someone's direction. Not motivation posters. A person who has done the thing, sitting with you while you do it. I experienced that as a client before I ever offered it as a service. When I tell a room of skeptical professionals that hands-on help works, I'm not quoting a study. I'm the evidence.

What each of us brings

I spent almost sixteen years inside regulated pharma, first on the receiving end of technology rollouts, then accountable for them across fifteen-plus countries. I've been the person in the audience with folded arms, and the person at the front who had to win that audience over. AI adoption is the same job I did for a decade, with a new tool.

Peter built six companies over twenty years in New York, London, and Copenhagen, ran teams from two people to seventy, and has coached leaders in thirteen countries since 2020. He's also the person who drove himself over the edge in 2019, got fired while on sick leave, and came back understanding what work does to people under pressure. When we say adoption is emotional before it's technical, that's his territory.

One of us knows the machine from the inside. One of us knows the humans running it. Companies keep discovering they need both at once.

What we took from the founding

Three things we now build into every engagement. Help has to be specific: Peter never gave me generic advice, and we don't give generic training. The person helping has to have done the thing: lived experience is the only credential our clients actually test. And timing beats intensity: the right conversation in a bad month outweighs a great programme delivered when nobody's listening.

Eighteen months after those 97 rejections, we've trained 400+ professionals across life sciences and beyond, from Copenhagen to Canada. Application number 98 never got written.