IRefer Club
A practical service helping small businesses improve their opportunity to be found through Google, Maps and AI search.
Dean Jessop
Author, entrepreneur and founder of IRefer Club.
About Dean
Dean Jessop writes and speaks about the way technology changes business discovery, trust and decision-making.
He is the founder and CEO of IRefer Club, a small-business visibility service focused on helping companies be found through Google, Maps and AI search.
He developed the Recognition Engine Guidance and Retrieval Engine Guidance framework to explain two connected challenges: a system must recognize the correct business, and it must be able to retrieve the correct information about that business.
Why he wrote The Great Morph
The book grew from a recurring business problem. Owners often knew that search was changing but did not know what the change meant in practical terms.
Technical language made the subject feel harder than it needed to be. The Great Morph was written to explain the shift in plain English and focus on the consequence for a business: whether a new customer can find, understand and choose it.
Related work
AI Search Explained
An educational website defining SEO, GEO, AEO, AIO, REG and RAG and explaining how the terms differ.
Books
The Great Morph: Understanding the Shift from Being Found to Being Chosen.
Bitcoin Building Blocks: an earlier book exploring decentralized systems and digital ownership.