Founder & CEO
Shoaib Ahmad
Sets the engineering bar and runs client programs. Background in embedded systems and product delivery.
Shoaib runs the client-facing side of every engagement - the paid discovery weeks, the fixed-scope proposals, and the weekly demos that keep programs honest. His day-to-day is scoping, architecture reviews, and making sure the constraint the client cares about (a certification date, a power budget, a first-of-100 unit) is the one the team is optimising for.
Before Incendio he worked on embedded systems and product delivery in engineering firms across Australia and Pakistan; the studio was founded in 2022 to consolidate that experience into one team accountable for full programs, not slices.
Focus areas
- Program scoping and paid discovery sprints
- Client architecture reviews
- Fixed-scope proposals and delivery accountability
- Business-facing writing (choosing partners, costs, ROI)
Tell us what you’re building.
Send the constraint that worries you most - a latency budget, a power budget, a certification date. We’ll tell you straight whether we’re the right team.