About

Chris Whittock spent 25 years running commercial teams from the inside: enterprise sales, SaaS, founder-led businesses. Then he founded Refrakt.

He's not a marketer. He's the person companies call when the sales engine looks fine on paper and isn't converting in practice.

Along the way he's also built and run AI tooling inside a live commercial team, not as a side project, which means he can tell you plainly what role AI is realistically going to play in your business, and what it isn't ready to do yet.

Refrakt exists because most founders don't need another framework. They need someone who's actually done the job to tell them the truth about what's not working, and then help them fix it.