I'm an insights-driven brand strategist.
I start by understanding people, customers, employees, partners and stakeholders, and use that to decide what a business stands for and how it should show up. Then I design the experience and the process that make it real.
I've done this inside Fortune 100 companies, in consulting for brands like Apple, Facebook, JPMorgan Chase and the NBA, and as a founder.
My work moves between brand, product, marketing, and operations because the customer doesn't experience those as separate departments. I like connecting the dots, bringing people with me, and staying close enough to the work to make it better.
- 01
Start with people
Understand the behavior, tension, and context before deciding what to make.
- 02
Make a choice
A strategy should establish priorities and trade-offs.
- 03
Stay close to the work
Direction becomes valuable when it changes the experience.
- 04
Keep judgment in the loop
Tools should make people more capable, not obscure responsibility.
- 01
Listening first
Consumer insight and agency strategy: ethnography, observation, research, and brand work for consumer and cultural brands.
Read the chapter - 02
Building at scale
Enterprise brand building at Lowe's and Wells Fargo, for organizations of hundreds of thousands of people.
Read the chapter - 03
Building from zero
Founding Huck Cycles: a brand, a bike, and a business, from a garage to riders in 25+ countries.
Read the chapter - 04
Rebuilding a legend
Rebuilding PENN's relevance without losing the core, with the P&L to make it real.
Read the chapter - 05
Impact as a business
Now at 4ocean, turning verified impact into a business proposition.
Read the chapter - ✳
Before all of it
I served in the U.S. Army, 101st Airborne.
Writing
- Out of Many: A Single Foundation for Strategy
- Beyond the Screen: Digital Experiences Move Viewers to Engage