A strategist for people with
something worth choosing

I have spent 25 years working out why some people, businesses and ideas command attention, earn preference and grow — while equally good ones disappear into the category.

I started as an award-winning business journalist, which taught me to find the interesting bit, ask the awkward question and make complicated ideas matter to people quickly.

Since then I have co-founded Smarta with Shaa Wasmund MBE, built with backing from Theo Paphitis and Deborah Meaden, founded and ran a content marketing agency, led more than 20 six-figure launches, worked with organisations including RBS, NatWest, O2, Xero, Santander and Lloyds, created content for government and co-founded a seven-figure training and events business.

Now I work with experts, founders and organisations across brand, positioning, messaging, marketing, content and offers: why should anyone choose you, and what would make that choice easier?

I am also a Business Book Awards judge and the author of the upcoming book Why You?: How to Become the Obvious Choice in a World Full of Good Options.

My Substack is where I write about the cost of average thinking, the commercial value of distinction and the human advantage in a world making sameness easier than ever.