I help organisations develop thought leadership and high-stakes narratives that stand up — intellectually, strategically, and reputationally.
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THE SHIFT
The barriers to producing content have collapsed.
What once took time, craft, and resource can now be produced quickly, cheaply, and at scale. At first glance, it usually looks perfectly passable. Clear, structured, and technically sound.
Yet, at the same time, it's harder and harder to distinguish from everything else. Broadly plausible, yet increasingly interchangeable.
Because when the distance between idea and output collapses, something gets lost.
This is the risk. Not bad writing, but polished outputs carrying weak, unexamined thinking into the world. And work that reads well, but could just as easily belong to someone else.
The work usually begins before the writing does.
⇢ Big ideas that need shaping and sharpening.
⇢ Publications with multiple stakeholders and competing perspectives.
⇢ Complex inputs that haven’t yet resolved into a clear point of view.
⇢ Narratives that read well, but don’t yet say anything distinctive.
Typically, the challenge isn’t producing something competent or polished (especially with today's tools).
Rather, it lies in understanding what needs to be said, what can be left unsaid, and how ideas need to be shaped so they actually land.
And knowing what matters to this audience, this moment, or this issue.
WHY IT MATTERS
And the bar to win the attention and trust of these audiences is higher than ever.
Because in a world full of plausible content, judgement and authorship are what cut through.
After all, you can feel the difference between something that has been properly worked through — and something assembled to sound convincing.
Knowing what matters. What holds up. What's genuinely distinctive. And what's actually worth standing behind.
HOW I WORK
Clarity.
Collaboration.
Judgement.
Personality.
I work alongside your team helping connect disparate or fragmented ideas, opinions, and expertise.
Fresh eyes and ears. Political sensitivity without political bias. And clarity of thinking and process.
An external, global perspective. And a grounding in how ideas actually land with real people.
And I give a damn — about the words, the craft, and the person-to-person connection that 'thought leadership' ambitions are ultimately designed to enable.
Usually means
Working with leadership, strategy, internal experts, and marketing stakeholders in parallel.
Bringing in voices across multiple markets and cultures, ensuring 'global' perspectives reflect reality.
Establishing the editorial bar, and authoring flagship publications.
Often involves
Challenging assumptions (and stakeholders) when needed.
Pushing on ideas that sound right, but don’t quite hold together yet.
Teasing out inputs of substance from diverse expert stakeholders.
Navigating different perspectives without diluting the point of view.
Helping land on something clear without defaulting to the safest version.
SELECTED WORK
Complex thinking, made tangible.
I work with global organisations on flagship publications, executive thought leadership, narrative development, and editorial strategy — often as an embedded partner inside high-stakes projects.
01 | KPMG US
Space was never really the point.
Making frontier innovation commercially relevant to organisations firmly grounded on Earth.
02 | TRUSTLY
A smarter story for a radically different moment.
Reframing travel payments research during the collapse of global travel.
03 | KPMG INTERNATIONAL
Building a truly global point of view.
Helping KPMG International turn large-scale consumer research into a distinctive, internationally-credible thought leadership platform.
04 | SIFTED
An editorial series exploring innovation culture, institutional resistance, leadership tensions… and what it really takes to make transformation stick.
