Problem framing
Find the real human problem, clarify the desired outcome, and define what the work must make possible.
General consulting for complex, knowledge-intensive work
Give difficult ideas
a form people can use.
Potter & Company helps people and organizations clarify the human problem, map the surrounding system, organize the work, and make the artifacts that move it forward.
Atlanta-rooted · Available for thoughtful work across distance
What we do
Structure before spectacle.
We are useful when the problem is real, the material is complicated, and the path forward is not yet legible.
Systems & product architecture
Map actors, relationships, information flows, incentives, interfaces, boundaries, and failure modes.
Knowledge & research design
Turn complex material into a legible structure that people—and when useful, machines—can navigate and use.
Communication & visual form
Shape the writing, prototypes, publications, and visual systems that let an idea travel, invite critique, and become real.
How we work
A practical path from ambiguity to form.
- 01
Find
Begin with the human problem—not a technology looking for a use.
- 02
Model
Make the surrounding system visible, including tensions and second-order effects.
- 03
Organize
Give the work a coherent architecture, vocabulary, and set of decisions.
- 04
Make
Produce the smallest useful artifact, prototype, or communication layer.
- 05
Pressure-test
Invite the people whose expertise can challenge, harden, or implement it.
Selected work
The work is the credential.
Our first portfolio is drawn from systems, products, research, health, publishing, and design we have actually developed.
Product systems
Let AI Introduce Us
A human-connection product thesis exploring how AI might create context for better introductions without replacing the relationship itself.
Case study in preparationKnowledge architecture
Lion's Library
A version-controlled, machine-readable health knowledge commons designed to preserve evidence, context, and human judgment.
Case study in preparationResearch & method
ISKO 2026 research
Knowledge-organization research connecting social functions, classification, and human-centered systems thinking.
Case study in preparationLong-form systems & design
Lion's Heart
A sustained body of health architecture, publishing, teaching, brand, and visual-communication work developed over years.
Case study in preparationAbout Potter & Company
Two complementary practices:
seeing the system and giving it form.
Potter & Company brings together Zac Potter's work in research, systems, product architecture, and writing with Sarah Potter's work in brand, design, publication, and visual communication.
We use modern tools—including AI—to accelerate research, synthesis, and prototyping. Human judgment, authorship, accountability, and the need for real specialist review remain explicit.
This is an early working practice. Team language and visual identity will be finalized together before public launch.
A useful first conversation
Bring the problem before the pitch.
Tell us what needs to become clearer, more coherent, more communicable, or more buildable. We will tell you honestly whether Potter & Company is a good fit—and where another specialist should lead.
Meet Zac and explore the work Direct Potter & Company contact route coming next.