Home About Services Fractional VP Let's Talk
Mid-Market B2B · Private & PE-Backed

AI fit companies create superior valuations.
Let’s build yours.

Profit, purpose, systems, people – so you can exit when you want – at the valuation you earned.

Bill Dunnington
Bill Dunnington Leadership & AI Transformation · 30+ years
Built for
CEOs scaling $5M–$100M companies PE-backed leadership teams CHROs navigating AI + workforce change Founders ready to step back from the day-to-day

12 Levers to Get Right

Getting AI-ready isn’t about buying software. It’s about getting 12 things right.

1
Technology alone doesn’t create advantage; new era capabilities do.
2
Economic leverage points are your best focal points.
3
If the value you’re seeing isn’t moving the business, you’re doing it wrong.
4
Building the tech and AI muscle of your senior business leaders should be a top priority.
5
Every tech and AI transformation is a people transformation.
6
Execution speed/capability is the defining organizational advantage.
7
Tech platforms are strategic assets; invest in them that way.
8
Make data easy to consume—and enrich it for advantage.
9
Design for adoption and build for scale.
10
No trust, no right to deploy AI.
11
Agentic engineering becomes the next capability to master.
12
(Re)learn like your business depends on it.

Strategy, People, and AI — working together, not in parallel.

Most consulting firms handle strategy, HR, and AI in separate engagements. They hand off the problem. You get three different answers and no one owns the result.

Net Good Business integrates all three. Because the companies that are hardest to copy aren't the ones with the best technology — they're the ones where capable people, smart AI, and clear execution all point in the same direction.

Meet Bill →

🌿
People First

HR transformation, leadership development, and culture change — built around courageous accountability, not just good vibes.

AI That Sticks

Not AI workshops. Not vendor demos. Real workflows, deployed in real teams, measured in real hours saved — within 60 days.

🏔
Compound Execution

The Capital Efficiency Index™ and Lighthouse model ensure every initiative builds on the last — instead of starting over every quarter.

📊
ROI You Can Defend

Every engagement tracks specific metrics — hours saved, culture score movement, enterprise value — because "we feel better" doesn't close a board deck.

One of three things is usually true.

01

"We're investing in AI but it's not compounding into anything real."

Licenses purchased. Pilots launched. Adoption thin. No one wants to be the one to say it's not working — and no one is measuring the right things.

→ AI Assessment & Lighthouse Projects
02

"Our growth plan is solid. Our people and org aren't ready to execute it."

Strategy is clear at the top. But somewhere between the boardroom and the team meeting, accountability evaporates. The bottleneck is human, not technical.

→ HR Transformation & Workforce Planning
03

"I need a thinking partner who's operated at this level — not a junior consultant."

You want someone who's sat in the seat, made hard calls, and can push back on the plan without an agenda. Coaching and fractional CXO support for CEOs who want to lead better.

→ Executive Coaching & Fractional CXO

Every engagement follows the same logic.

1
Weeks 1–2

Diagnose the real constraint

Not the symptom your team is managing — the actual bottleneck costing you the most. We name it together, out loud, on day one.

2
Weeks 3–10

Build a lighthouse, not a roadmap

One focused initiative. Real work. Measurable result within 90 days. The lighthouse proves the model before you scale it.

3
Week 13+

Compound it

The lighthouse becomes the template. Each sprint builds capability your team keeps — not dependency on the consultant.

~8 hrs
Saved per person per week in the first lighthouse sprint
25%+
Enterprise value increase over 12–18 months
90 days
To measurable ROI — AI output and culture score
4 in 5
AI pilots fail due to culture, not technology

Start where you are. Scale from there.

See All Services →
Bill Dunnington
"The companies I work with don't need another consultant with a slide deck. They need someone who will sit in the room, name the real problem, and stay until something measurably changes. That's the only kind of engagement I run."
Bill Dunnington · CEO, Dunnington Consulting LLC

Ready to find out what's actually in the way?

Most clients know within 15 minutes whether this is the right fit. No deck. No pitch. Just a direct conversation about where you are and what it would take to get to the next level.

🔍 Start with a Diagnostic

Not sure which service fits? The Capital Efficiency Index™ scores your operating system across 6 domains and identifies your highest-ROI gaps.

Take the CEI Assessment →
💬 Start with a Conversation

15 minutes with Bill. Honest, direct, no pressure. You'll leave with a clearer picture of what's costing you the most.

Schedule 15 Minutes →
FAQ

Common Questions

Quick answers to the questions leaders ask most often before our first conversation.

What is Net Good Business?
Net Good Business is the consultancy of Bill Dunnington, helping private and PE-backed mid-market B2B companies (typically $5M–$100M in revenue) convert AI, workforce, and capital investments into durable enterprise value. Unlike firms that handle strategy, HR, and AI in separate engagements, Net Good Business integrates all three into a single operating approach — so capable people, smart AI, and clear execution point in the same direction.
Who does Net Good Business work with?
Net Good Business works with CEOs scaling $5M–$100M companies, PE-backed leadership teams, CHROs navigating AI and workforce change, and founders preparing to step back from day-to-day operations. Most clients are private mid-market B2B companies under pressure to turn AI and workforce investment into measurable results.
How is this different from a typical management or AI consultancy?
Most consulting firms hand you three different answers from three separate teams — strategy, HR, and AI — with no single owner of the result. Net Good Business integrates all three, because the companies hardest to copy aren't those with the best technology; they're the ones where capable people, smart AI, and clear execution are pulling in the same direction.
What outcomes do clients typically see?
Typical targets include 3–8% margin lift, 10–20% capacity gain, 90 days to prove ROI conversion, and 25%+ gain in enterprise value over 14–20 months. Workflow adoption is measured in hours saved within 60 days — not pilot demos. Every engagement tracks specific metrics (hours saved, culture score movement, enterprise value) so ROI is defensible at the board level.
What's the easiest way to start?
Most clients begin with a 15-minute conversation with Bill to clarify where they are and what would move the business most. From there the common entry points are the AI Assessment (6 weeks), the Capital Efficiency Index™ diagnostic, or a 90-day Lighthouse Project. No long commitment is required to get started.
Who is Bill Dunnington?
Bill Dunnington is the founder of Net Good Business (also operating as Dunnington Consulting). He has 30+ years of experience as a senior people and transformation executive, advising CEOs, CFOs, CHROs, and boards of private mid-market B2B companies on strategy, AI, and workforce transformation.