Case study

Teaching 300,000+ people a hard technical craft — The Bread Code

Founder · The Bread Code · ongoing · 300,000+ subscribers

The challenge

Sourdough bread looks simple and is not: fermentation is microbiology, chemistry, and timing, and most explanations either oversimplify it or bury people in detail. Teaching it to a global audience means making a hard subject simple — without making it wrong. That is the same skill AI work demands: an executive team and a board do not need another keynote, they need to actually understand the system they are paying for.

What I built

The Bread Code, a YouTube channel that treats bread as an engineering problem — hypotheses, experiments, measured results. Alongside it, The Sourdough Framework: an open-source book on the engineering of sourdough bread, free to read and free to improve on GitHub.

The result

300,000+ people subscribed. Not because the subject got easier — because the explanations got better, video after video, over years of iteration. If I can teach fermentation science to 300,000 people, I can explain your AI system to your team and your board.

That is precisely what the AI Enablement package is: working sessions with the C-level and hands-on training for your developers, until the capability lives in your house — not in mine.

For the Head of IT

  • Verify it yourself: the book is open source at github.com/hendricius/the-sourdough-framework — 3,500+ stars on GitHub (checked June 2026). Judge the quality of the explanations directly.
  • Why it matters here: Enablement stands or falls with knowledge transfer. This is a public body of evidence that I can transfer hard technical knowledge — not a claim, an archive.

Want this kind of proof in your company? Start with the AI Enablement package, or get in touch →