Rafal Moszkowcow (Chomsky)

Rafal Moszkowcow, known as Chomsky, is a businessman who happens to run an SEO firm — not the other way round. He spent fifteen years managing search operations as COO across The Search Initiative, Search Logistics and SUSO Digital (2019–2022), where he learned exactly where an organisation slips into what he calls Hero Mode — running only because one person keeps rescuing it, rather than because a system does.

In 2022 he founded NON.agency to build it the other way. He runs the company on PDCA and OKRs, not gut feel: every quarter he sets one WIG — a goal that, if missed, makes the rest irrelevant — and breaks it into Objectives and Key Results that can be checked, not just discussed. Traditional agencies scale linearly — more clients, more headcount, more cost. NON.agency breaks that pattern (the resource barrier) with AI-native infrastructure, which lets e-commerce brands enter a new market in weeks, not six months.

Trained as an economist (Koszalin University of Technology, 2006–2011), he's now an Executive MBA candidate at Copenhagen Business School (2025–2028). Off the client work, he hosts Globalne Horyzonty, a podcast where he talks to lawyers and AI builders about technology, business and culture.