I help B2B organisations stop losing deals, trust, and credibility to messages that were "clear" when they left the desk.
In 2020, I started working with tech startups that had genuinely brilliant products.
The kind that should have been winning.
HOW IT STARTED
Every time a client hired me to write their copy, I'd hit the same wall.
I'd sit down with their brief, their brand guidelines, their "key messages" doc to find that none of it fit together.
Individually, the words made some sense, but the story (if there was one) beneath them was broken.
It would read more like a timeline of how the company was created. What they wanted to achieve blah blah blah....
Before I could write a single line, I'd have to go back to them to sort out their foundations.
And that's when I noticed the pattern.
A lot of B2B companies think they have a copy problem.
They try and mimic B2C, sharpen the headline, add a catchy slogan, and rewrite the homepage. But nothing changes. They're still losing deals to brands with weaker offerings, and nobody can explain why.
B2C copy is written for one person, in one moment. Write it well enough, and it lands on a good day with someone buying coffee.
B2B doesn't work like that.
Your message doesn't reach an instant decision. It reaches a person, who forwards it to a committee, who summarises it for a director, who mentions it in a meeting where someone rewrites the whole thing without knowing what you meant.
And at every handoff, a little more gets lost or distorted. The context goes first. Then the logic. Then the trust.
That's the Multi-Audience Messaging Problem.
And that's what I've spent the last several years building a framework to solve. Because the best B2B message isn't the one that wows the first reader. It's the one the reader can pick up and hand to someone else — intact.
HOW IT REALLY STARTED
My brother Kevin taught me how to moonwalk, play blackjack, and win at marbles.
He also shaped the way I look at the world.
Kevin was the first person in my corner and always knew when I needed a nudge.
On my first day at university, he knocked on every door in my dormitory hall. Then hid — leaving me to stumble through introductions with every housemate, completely unprepared.
I think about that moment a lot, even though it was embarrassing.
Maybe that's where it all started.
This stubborn instinct to own my story before someone else tells it for me. Because others will try. And they won't always get it right.
If you've made it this far, the problem I solve is probably one you recognise.
With over 16 years across B2B marketing, PR, internal comms, and messaging strategy — in legal, financial, supply chain, and professional services.
Three Ways I can help
If you're dealing with a specific high-stakes communication right now → Executive Comms
If your teams are telling different stories → Messaging Spine.
If you want your team to build the skill → The Message Room.
SPEAKING & PODCASTS
Inspire your audience with a different way of thinking about communication.
I speak and guest on podcasts about what happens to ideas inside organisations and how messages travel, where they break, and what it takes to build communications that protect reputation and drive decisions rather than just inform them.
Topics include the Multi-Audience Messaging Problem, the psychology of how B2B messages get distorted, and what the best-run comms teams do differently.
Recent Media
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