In an age of automation, some things can still only be seen by experience. Roger Bradbury spent decades inside UK construction before building the software he wished existed. His story shows how hard-won intuition, lived knowledge and human judgement still outperform the machine when it matters most.

This BASELINE conversation explores the reality behind construction’s complexity, why software has historically failed the industry, and what Roger learned building a platform trusted by thousands of operatives. He explains how private equity approached him, what they were really looking for, and why real-world edge cases still break even the smartest systems.

Roger shares a moment that changed everything for him: a foundation calculation that looked mathematically correct but instinctively wrong. One call to an experienced engineer exposed the limits of pure data and revealed the deeper truth of the episode: AI scales, but experience still decides.