Gifford Watkins - Founder 2005



bestselling author, award-winning columnist, and partner at Category Design Advisors (CDA); co-authored "Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets", which gave birth to the discipline of category design.

Gifford is one of the most unusual people I’ve met in technology — in a good way. Here is a guy who grew up a Nova Scotia lobsterman (he’s shared lobster recipes with me) and was educated as a minister… and without shedding either of those identities built a serious tech company about as far geographically from Silicon Valley as you can get. He’s won the attention of Microsoft and the U.S. Military. And he’s always been willing to share his expertise with me. All in all, Giff is a great story.


Gifford Watkins, BEd, MEd, MDiv

Founder & CEO / Category Designer

I founded AWF to improve the quality of human lives by tooling web-based technology to facilitate mutually beneficial relationships.

Allen Whittaker, BA, BEd, MEd

COO / Lead Developer

Writing code since he was 13 and creating his own CMS he has been non-stop developing and maintaining sites for small businesses.