Caleb Peterson

Caleb Peterson

Artist/Systems builder/Former executive chef

Decide what matters, cut the rest, and keep it working under pressure.

Said "base ethic"

Basëthic

Systems for companies whose information is scattered across tools. I stay honest with customers, build systems that are accurate and stable, and use AI ethically. The full standard is at basethic.com.

Track record

NeoGenesis, 2019 to 2025

Digital Technology Director for a global e-commerce skincare brand that sold two ways: direct to consumers and wholesale to licensed practitioners and clinics. It had full sales and marketing departments. I was the one person responsible for the systems underneath them.

30,000+contacts in the CRM
30+live workflows
2channels, B2B and DTC, run separately
1full migration, Zoho to HubSpot, 2021
  • Moved the whole company from Zoho to HubSpot, including data cleanup and mapping, then owned HubSpot for the next five years.
  • Built the integration between the WooCommerce store and HubSpot, so orders, deals, and contacts stayed in step.
  • Built lead routing, sales notifications, and nurture sequences that the sales and marketing teams relied on.
  • Kept wholesale and consumer customers in separate lists and journeys.
  • Reconciled HubSpot against QuickBooks so the CRM and the books agreed.
  • Built reporting dashboards for sales and marketing, and kept tracking accurate across the site.

This is where the habit comes from: one person, a live business, and nothing allowed to drift. Everything below is built the same way.

Mergëstalt

A live operating stack running a service business, built on n8n, Baserow, Connecteam, and QuickBooks. A sales version is in progress. From gestalt: the whole is more than its parts. Said MER-geh-stalt.

mergestalt.com DatumLock

A governance layer for AI work. Decisions move from draft to review to approval to commit, and every locked decision is verified by reading it back. A datum is a fixed reference point.

datumlock.com LociOS

A cognitive operating system in development, built on the method of loci. Thoughts become artifacts, artifacts form relationships, relationships live in loci, and old ideas resurface when they matter.

locios.com

Visit basethic.com

BloodLuxury Studio

Spray paint, acrylic, ink, and epoxy. Every piece is a one-of-one original.

Sizes and availability are listed with each piece.

See every original

The kitchen taught me systems.

I ran professional kitchens as an executive chef. A kitchen is a system under load, and it is where the habits behind everything above come from. Each ticket pairs a habit from the line with the same habit in a system.

FORECASTKitchen: predict covers by day and prep to the number.System: forecast demand, jobs, or revenue from data you already have.
ORDER TO PARKitchen: every item has a floor. Order back up to it.System: set a floor on every number that matters and alert when it drops below.
COST THE DISHKitchen: price from plate cost, not a guess.System: know margin per job or per order before you quote.
BUDGETKitchen: plan spend against the weeks ahead.System: tie spend to the numbers that actually drive it.
SCHEDULE AND TRAINKitchen: the right people on the right station before the rush.System: clear roles and written procedures that hold when staff changes.
MEASUREKitchen: waste, labor, margin. Track what leaks.System: reconcile your tools against each other to find where revenue leaks.

Say hello.

Questions about a system or an original. Write to me directly.

Basëthic
BloodLuxury Studio