Natalie Luke
Co-founding 3rd Space simply added up for me
My career has always lived where creative judgment, technology and storytelling overlap. AI made the value of that intersection impossible to ignore.
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3rd Space Project · Seattle
Straight AI advice
for mid-market companies.
We help mid-market Pacific Northwest companies make good AI decisions without hiring a consultant who has never shipped anything.
Who this is for
You have been burned before.
You run a $10M to $500M company somewhere between Portland and Vancouver. You have talked to three AI vendors. One was priced for the Fortune 500. One had a slick deck and a junior team. One wanted to sell you a platform when you asked for a plan.
We are none of those.
- We work with the people running the business, not procurement.
- We ship artifacts, not decks.
- We scope in weeks, not quarters.
What we do
Three ways to work with us.
Advisory
AI Adoption Strategy
Four to eight weeks. Fixed fee. You get a capability assessment, a short list of use cases worth pursuing, a real evaluation of the vendors you are looking at, and a rollout plan with names next to the work.
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Advisory
Branded Content
We produce a podcast series, a video package, or a written thought-leadership set for a single sponsor. Editorial strategy, production, distribution, and measurement. One team, one SOW.
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Advisory
Executive Workshops
Half-day or full-day sessions for leadership teams. AI literacy, communication strategy, or leading a team through change. You leave with a shared vocabulary and a short list of decisions your team owns.
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The show
Volume Control
We host a conversation with Pacific Northwest leaders using AI in the actual work. It is how we learn what buyers are really doing. It is how most of our clients first hear about us.
Field Notes
Short pieces on what we are seeing.
Written for the people doing the work. Not thought leadership.
Viet Nguyen
I didn’t set out to start an AI company
Five experiments, a closing trade association and a podcast idea with an old friend became the foundation for 3rd Space Project.
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Viet Nguyen
What three very different AI projects had in common
A publishing platform, a public-data tool and an executive workshop looked like three different assignments. Underneath, they depended on the same approach to AI: start with the real work, preserve human judgment and build for trust.
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Viet Nguyen
What actually works in AI right now
A practical guide to the AI tools, research methods and human safeguards that are producing useful work for organizations in 2026.
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Browse all 4 Field Notes
Who we are
Viet Nguyen and Natalie Luke.
Viet runs advisory. Nat runs brand and production. Both of us have shipped real work inside real organizations. We started 3rd Space Project because we kept meeting leaders who wanted straight answers and could not find them.
Working on an AI question that is not getting a clean answer?
Thirty minutes. Free. If we are not the right team, we will tell you who is.