P.O.V.

The Tough Questions Are The Most Transformative 

Universal and powerful, the big questions are the ones that have always drawn me: How do we make sense of the world? Where do we find meaning? How do we connect? A philosopher at heart and a multi-faceted strategist by practice, I enjoy bringing clarity to ambiguity, delving into the space between culture and business, and distilling complex ideas into simple terms. 

As human beings, we crave meaning and authenticity. We fight for them and we follow them. Brands, too, matter when they bring people meaning and connection. A brand that knows what it stands for and what it stands behind has the power to stand apart, arrest attention and imagine the future. It can drive action, innovate and grow strategically.

But getting to meaning is not easy. It requires real purpose, honesty and courage. It starts with embracing a point of view: a firm belief pulled from tensions in the undecided cultural ooze between what we aspire to be and what we are leaving behind. It calls for trust in the unmistakable qualities lived in a brand's culture. It requires courageous imagination of a dynamic identity with an unshakeable core.

Nailing a brand's meaning is strategic work. There are no short cuts for digging deep to make sense of a brand: its purpose, customer, character and vision. But the reward is great. The clarity and commitment which emerge inspire storytelling with the power to spark emotions, draw people in, and build excitement.

It is my passion to guide brands on their journey through strategic and creative work. I do it to meet their business objectives, yes. But just as importantly, it is to connect their story of purpose to the lives of their employees and customers, current and future; to find shared ground; and build connections that are real and deeply felt.