I help brands and leaders navigate culture, fandom, and relevance in a world that moves faster than ever.
Cultural Strategist
Creative Advisor
Speaker
Founder
Cultural Strategist
Creative Advisor
Speaker
Founder
Latest Thinking
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The problem
AI made production cheap.
Algorithms made distribution abundant.
Everyone can publish more.
So “more content” is no longer an advantage.
The advantage is knowing what deserves to exist.
A strategic framework
What people are paying attention to.
What is worth amplifying.
How you make it meaningful.
What people remember and spread.
I use The Human Signal to help brands find the ideas, stories and cultural opportunities worth betting on.
About
For over a decade I've helped the world's most iconic brands decode what's coming next, before it becomes obvious. My work sits at the intersection of cultural strategy, creative direction, and human behavior.
I work with a focused set of clients each year, going deep rather than wide. If you're building something that needs to matter,
let's talk.
Cultural Advisory
For brands and creative leaders making high-stakes cultural moves. Here is where I work best.
Fast reads before cultural, creative, or partnership decisions.
→ 02Separating real signals from noise before a launch or repositioning.
→ 03Strategic frameworks for brands entering entertainment, sport, and fandom.
→ 04Ongoing counsel for CMOs, founders, and senior creative leaders.
→Stay in the Loop
Cultural signals, strategy thinking, and what I'm paying attention to. No noise.