About · An introduction
A writer's brain. A marketer's instincts. A healthy skepticism of doing things just because we've always done them.
Equal parts strategist, operator, and storyteller. I make marketing feel less like marketing and more like execution.
I began in newsrooms, and I still think like an editor: what's the story, who's it for, and what can we cut? Those instincts turned out to be pretty useful in marketing, where the temptation to say everything is constant.
Over time the question grew. Not just "is this a good story?" but "is this the story the business needs told, to whom, and what should happen next?"
I've grown from knowing how to tell a good story to knowing which stories are worth telling, who needs to hear them, and why they matter to the business.
Things I tend to believe about marketing.
- 01
If it only works in the deck, it doesn't work.
Presentations are where ideas go to look good. The field is where they go to be useful.
- 02
Consistency beats cleverness.
Showing up every week with something useful outperforms the occasional brilliant stunt.
- 03
Volume is not a strategy.
More content is usually the answer to a question nobody asked.
- 04
The science deserves translation, not simplification.
Smart audiences can tell when you've dumbed it down.