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Martin West
CEO, Neutral Advocate

Welcome

I launched Neutral Advocate to help teams learn, collaborate, and grow together through better conversations, shared understanding, and practical knowledge curation.

That work began with Janars, an online facilitation tool that brought together knowledge curation, and structured conversations to help teams learn together. Aila grew from that same belief — as a way to capture and share knowledge developed through collaboration.
 

Working alongside our design partner PFW — a manufacturer of large electrical conductive coils — helped shape the direction of Aila and our approach to capturing operational expertise.

We saw how much valuable knowledge lives in real-world performance: technique, judgment, movement, timing, craftsmanship, and years of hands-on experience are often difficult to document or transfer.​ We believe there is something powerful in preserving and celebrating that expertise when it is captured, structured, and shared.

That work was shaped through close collaboration with Steve McCann and Judy Rees from Conversaurus, whose contribution to facilitation, collaborative learning, and the PFW engagement helped influence the method and thinking behind Aila.

Today, Aila helps organizations capture and structure demonstrated expertise — how skilled people actually perform work — and transform it into practical learning experiences that teams can access, refine, and grow over time.

I am deeply passionate about collaborative learning — how people learn together — and about craftsmanship: the expertise developed through dedication, practice, physical skill, and experience.

As someone living with dyslexia, I’m also proud that Aila supports diverse learning styles and helps make knowledge more accessible in practical and engaging ways.

I encourage you to explore how Aila might support your organization, your teams, and the expertise that makes your work unique.

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