AI
Get (the main) sh*t done.
The brutally honest AI accountability coaching system for founders.
Because the main thing is to keep the main thing, the main thing.
Leaders from top companies trust MmmDone
MmmProcess
MmmDone starts with you
Combining decades of research in behavioural science, psychology and social science to maximise your focus and progress on the main thing.
Step 1
Deep Profile Mapping Call
We do a deep mapping call to understand your; business, psychology, energy map, working style, priorities, standards and what type of leader you want to become.
Understanding your context
Priorities
Forecast
Speed check
Future You
Delegation
Step 2
Daily 2-minute intelligent planning
Our secure AI takes this context, as well as context from your other apps (email, calendar, Slack, etc.), and builds your day around;
What would move the main thing forward today?
Our solution
Your stack
Step 3
Coaching feedback & summaries
Our AI holds you to your standards, highlights patterns, and summarises your weeks and months.
Progress
Work Avoided
Task Streaks
Biases
Opportunities
Step 4
Intelligent improvement
MmmDone is a demanding coach, not to make you feel bad but because it knows what you're capable of.
Learning about you every day
How can we increase your efficiency?
Intelligent adaptation to you
Energy maps, smart reminders, check-ins
Reflection Templates
Values, Cognitive Biases, End Of Year etc.
MmmResearch
6 reasons you're not getting the main thing done
You don't have a productivity problem, you have a main thing problem. Every productivity tool in the world helps you be busier, but none of them ask whether any of it is moving your company forward.
Identity Drives Action
Research shows we act in line with who we believe we are. When your daily actions don’t match your goals, it creates internal friction and avoidance.
→ Self-Discrepency Theory, Cognitive Dissonance
Too Many Priorities Kill Execution
When everything feels important, nothing gets done. Cognitive overload reduces decision quality and increases avoidance.
→ Cognitive Load Theory, Decision Fatigue
Planning Isn't Execution
Most people mistake planning for doing. Without execution, planning becomes a form of avoidance.
→ Implementation Intentions – Gollwitzer
Overwhelm Leads To Inaction
When your workload exceeds your perceived capacity, your brain defaults to avoidance - checking messages, reorganising, or delaying hard tasks.
→ Avoidance Coping, Attentional Control research
Progress Builds Momentum
Even small progress on meaningful work increases motivation and focus. Completing what matters reinforces the behavior, making it easier to build consistency.
→ Progress Principle - Amabile & Kramer
Accountability Drives Follow-Through
We’re more likely to act when we’ve committed to a task clearly and know we’ll have to reflect on it. Simple accountability loops turn intention into action.
→ Commitment & Consistency – Cialdini
MmmTestimonials
With us, leaders
get sh*t (Mmm)Done
Real leaders, real results.
"This accountability system has helped me stay focused on tasks for revenue generation, and to say no to “shiny objects“ more quickly. I’ve also gained insight into myself: I really do get distracted easily by competing tasks, new ideas."
May Busch
Ex-COO at Morgan Stanley Europe
"MmmDone is like having someone in your corner who forces clarity, helping you focus on the single most important priority and breaks tasks down into concrete, executable steps."
Vish Amin
Founder CEO at UNTIL
"What really works is every day I'm prompted to think about my priorities, which are in the context of my intentions for the month, quarter or year."
Stefan Siarov
Serial Entrepreneur
"It feels like you're not doing it alone. The support feels human and encouraging, while just enough pressure keeps you moving forward even when life gets in the way."
Celine G.
CEO at Series B startup
Our MmmWhy
A letter to getting things done
Every day that you don’t finish what matters, you drift further from who you think you are.
Most productivity tools aren’t built for finishing work, they’re built for managing it. More lists. More planning. More tracking. More “work about work.”
So everything feels important. And when everything feels important, nothing moves forward. There’s no real priority, just a never ending list of things that all seem to matter.
Then your environment takes over; messages, meetings, decisions, and constant context switching. Where the thing that actually matters keeps getting pushed.
Not because you’re lazy, but because the system around you is designed this way.
That’s where the gap begins; the gap between what you say matters and what you do. The gap between who you think you are, and how you show up.
But we believe progress, and closing the gap, can be simple:
Do the one thing that matters. Then do it again tomorrow.
No noise. No trackers. No ‘sexy systems’.
Just a clear decision, and the space to follow through.
You choose what matters, you face it, and you finish it.
And at the end of the day, you don’t feel scattered. You feel clear. Calm. In control.
Like someone who follows through.
That’s the MmmDone feeling.
AJ - Founder & CEO
MmmFAQs
We’ve got the answers you’re looking for
What is accountability coaching and how does it work?
How is this different from traditional executive / business coaching?
How much does it cost?
Who is this *not* for?
I already use OKRs / Notion / task lists. Why do I need this?