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NOIRIS Counsel · Executive Guidance

Technology lands
in weeks.
The decision stalls
for quarters.

Quarterly one-to-one guidance for the founder or director putting AI inside their own operation — and who has discovered the bottleneck is not the system. It is the sequence of decisions nobody is making.

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Quarterly programme · limited availability · by application · sessions conducted in Portuguese and English

Daniel Rocha, founder of NOIRIS AI

Led by Daniel Rocha · Founder, NOIRIS AI

The pattern that repeats

The system ships.
The company routes around it.

Installing artificial intelligence in an operation is the predictable part of the job. Scope, deadline, integration — engineering settles all of it. What engineering does not settle is what happens next: the old process keeps running in parallel, nobody is held accountable for the new one, and the decision that would make the system worth anything sits dammed up on one person's desk.

01 — The ghost process

The old way was never switched off

The agent answers, but the team keeps answering on the side "just to be safe". Two processes running at once cost more than one. Someone has to decide to switch the first one off — and that decision has a first and last name.

02 — The postponed reassignment

People were left without a new role

Automation frees up three people's hours and nobody redefines what they now do. The freed hours evaporate. The gain exists in the spreadsheet and does not exist in the bank account.

03 — The solitary decision

There is nobody to think out loud with

Your partner is part of the problem, the team tells you what you want to hear, and the consultant left with the project. Structural decisions sit still for months for want of an interlocutor, not for want of data.

None of those three is a technology problem.
All three are decision problems — and that is exactly where Counsel comes in.

The definition, no hedging

A standing interlocutor
for the decisions only you can make.

What Counsel is

  • Decision facilitation. Every session closes with a recorded decision: what it is, who executes it, by when, and the criterion for reversing it.
  • Friendly, constant pressure. Every fortnight someone comes back and asks what became of the previous decision.
  • Genuine technical reading. Whoever leads the conversation also builds the systems — so the discussion about what is feasible is not theoretical.
  • Confidential and one-to-one. No cohort, no WhatsApp group, no generic material.

What Counsel is not

  • Not life or career coaching. The object is the company's operation, not your personal purpose.
  • Not the implementation. Building the agents and systems is NOIRIS Core's scope — different contract, different team, different price.
  • Not an AI course. If what is missing is the team's technical repertoire, the path is training, not guidance.
  • Not therapy or emotional support. If that is the issue, the correct referral is a health professional.
The quarter, step by step

Twelve weeks.
Seven meetings. All on the record.

00 — Opening

Session Zero

Two hours to surface every dammed-up decision, rank them by consequence and pick the three that define the quarter. You leave with the Decision Map written.

120 min · in person or remote
01 — Rhythm

Six fortnightly sessions

One hour every fortnight. The agenda is always the same: what was decided, what was executed, what stalled and what the next decision is. No presentation, no slides.

6 × 60 min · fortnightly
02 — Between sessions

Direct line

An asynchronous channel for the decision that cannot wait a fortnight. You write the context, you get a structured reading within one business day.

Reply within 1 business day
03 — Closing

Quarterly review

A read of the entire Decision Record: what was decided, what proved right, what proved wrong and what that teaches about the next quarter.

90 min · sets the renewal
What you keep

Decision Map

The written inventory of everything that is dammed up, ranked by consequence and cost of delay. Produced in Session Zero and revised at every meeting.

See the blank template, free →

Decision Record

One page per session: the decision taken, the owner, the deadline and the objective criterion that would make you reverse it. It is the document that stops the conversation becoming an impression.

A recording of every session

Every session is recorded and handed to you. What was said does not depend on anyone's memory.

Feasibility reading

When the decision involves building something, you get the effort and technical-risk assessment along with it — not a referral to a quote.

Entry criteria

It suits few people.
On purpose.

It is for you if

  • You are a founder, partner or director with authority to decide alone — you do not have to take it to a committee.
  • There is already AI or automation running in the operation, or the decision to deploy has already been made.
  • You recognise that decisions of yours have been stalled for more than a quarter.
  • You are willing to have decisions written down and chased every fortnight.

It is not for you if

  • You want someone to execute for you. Here you decide and you execute; the guidance takes on no tasks.
  • You do not yet know whether you want to use AI. In that case the start is the free diagnostic, not this.
  • You need third-party approval for every relevant decision.
  • You are looking for a guarantee of financial results. There is none — what is guaranteed is the process, not the number.
Who leads it
Daniel Rocha, founder and CEO of NOIRIS AI

Daniel Rocha

Founder and CEO · NOIRIS AI

The market usually separates two competences that, for this problem, need to sit in the same person: someone who knows how to lead a decision conversation and someone who knows what the technology can actually take.

One without the other produces the two familiar failures. The adviser without technical grounding validates plans that do not survive implementation. The technical consultant without facilitation delivers a correct system to a company that does not change its behaviour — and the system dies of disuse.

Daniel leads Counsel holding both roles: he is a coach certified by the Instituto Brasileiro de Coaching (Brazil) (IBC) — the facilitation technique — and the founder of NOIRIS AI, where he designs and builds the artificial-intelligence systems that support decisions inside real operations.

Harvard Business School Leadership & Management
Yale University Negotiation & Business Strategy
Stanford University Artificial Intelligence Professional Program
MIT Professional Education Machine Learning for Big Data
Harvard University Data Science & CS for Business
IBC Instituto Brasileiro de Coaching (Brazil)
Investment

One rung only.
No bundle, no upsell.

Quarterly programme

NOIRIS Counsel

12 weeks · 1:1 · renewal by opt-in

R$ 15.000per quarter — or 3× R$ 5,500 · billed in BRL

  • 120-min Session Zero with Decision Map
  • 6 fortnightly 60-min sessions, one to one
  • Asynchronous direct line, reply within 1 business day
  • Decision Record updated at every session
  • Recording of every session
  • 90-min quarterly review

The Session Zero guarantee

If at the end of Session Zero you conclude the guidance will not serve you, the amount is refunded in full — and the Decision Map produced in those two hours stays with you regardless. The risk of finding out whether this works for your case is ours, not yours.

What is not guaranteed

No financial result is promised. The guidance guarantees the process — the sessions, the record, the chasing and the technical reading. What you decide and execute within that process is yours, and the outcome depends on factors beyond any provider's reach.

Direct questions

What people usually ask
before saying yes.

Is this coaching?+

The facilitation technique comes from coaching training — and that is stated openly, because it is a real competence and not something to hide. But the object of the work is not you: it is your company's operation and the queue of stalled decisions inside it. Life purpose, wheel of life and personal goals are not discussed. If what you are after is personal development, this is not the right service.

Do I have to be a NOIRIS client to join?+

No. Counsel is a standalone contract and works with AI you have already deployed on your own, with another vendor, or are about to deploy. If over the quarter it becomes clear that some system needs building, that is quoted separately — and you are under no obligation to build it with us.

What if I fail to execute what I decided?+

That is the most common scenario, and it is precisely what the fortnightly format exists to handle. The next session is not there to assign blame: it is there to find out whether the decision was wrong, the deadline unrealistic, or whether someone to execute is missing. The three causes have different remedies and none of them is "try harder".

Why quarterly, and not monthly or annual?+

A month is not long enough for a structural decision to show consequence. A year is too long to discover the guidance is not serving you. Twelve weeks is the smallest block in which you can decide, execute and measure — and the largest block you ought to buy from anyone before you have evidence.

How does confidentiality work?+

A confidentiality agreement is signed before Session Zero, covering everything discussed, the Decision Map and the recordings. The recordings are handed to you and are never used as promotional material, an example or a case study — not even anonymised, save with your written authorisation.

Why is availability limited?+

Because the service consumes the direct time of one person only, and that person also runs NOIRIS. This is not marketing scarcity: it is the arithmetic of how many hours of guidance fit into a week without damaging the building work that underpins the technical competence sold here.

Next step

An alignment
conversation.
20 minutes.

This is not a sales meeting. It is twenty minutes for me to understand which decision is stalled and to tell you frankly whether Counsel solves it or whether your case calls for something else — including if that something else is not with me.

If it makes sense for both sides, the next step is to schedule Session Zero. If it does not, you leave the conversation knowing why.

Prefer a direct route WhatsApp directly

The decision you keep
postponing has a price.

It simply does not show up in the spreadsheet, because the cost of delay has no accounting line. It shows up the following quarter, when the same conversation starts over from scratch.

Apply for a place Or start with the free diagnostic →