​A Psychology Word Nerd who..... Reads the last chapter of a book to see if it's worth committing to... Spends 20 minutes thinking of a “better” way to frame a message, only to go back to the original one.... Collects Old Tech Ads just for fun... Claps when someone uses white space.... Screenshots great messaging and now lives among 600 mysterious files named “IMG_8472.... ​​​
I help B2B teams fix a problem they don’t realise they have—
In 2020, I started working with tech startups that had genuinely brilliant products.
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The kind that should have been winning.
Instead, they kept losing deals to brands with weaker offerings, and nobody could explain why.
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Their Sales and Marketing teams were telling different stories.
Customers confused them with competitors.
And what first looked like a copy problem turned out to be something more fundamental: a messaging problem.
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That insight has shaped the work I do today.
Because the moment your message leaves the page, you lose control of it.
​​​​​​Most B2B messaging advice is just B2C theory dressed in a suit and tie.​
One audience. One decision-maker. One clean funnel. One big "aha" moment.
Lovely in theory, if you're persuading one person on a good day to buy a coffee.
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Pretty useless in B2B, where you’re trying to herd groups of people toward a shared decision, between meetings, with competing agendas and a healthy fear of being wrong.
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So I stopped trying to fix their words and started studying the messaging journey itself.​
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That research became what I call the Multi-Audience Messaging Problem: the B2B reality that your message gets lost, distorted, amplified, or ignored as it travels through different people with different filters, different incentives, and different definitions of risk.
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It's not a writing problem. It's a systems problem.
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Today, I help Global B2B communication teams.
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I take the science of human psychology, the chaos of corporate stakeholders, and a stubborn belief in clarity and strategy — and turn it into messaging that changes how you communicate with your multi-audience, so it still makes sense after five rounds of edits, three senior opinions, and that one comment that says “can we add…” and still lands with someone reading it from the sidelines of their kid’s football game.​
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If you've made it this far, we're already less like strangers. Let's talk about saving your next message.​​
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My brother Kevin taught me how to moonwalk, play blackjack, and win at marbles.
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He also quietly shaped the way I look at the world. ​When I started my business, he was the first person in my corner and always knew what to say.
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On my first day at uni, he knocked on every door in my dorm.
Then hid, leaving me to stumble through introductions with every housemate,
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Yes, it was embarrassing.
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But I think that's where it started. This stubborn instinct to own my story before someone else tells it for me.
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Because others will try. And they won't always get it right.
I think about that moment a lot.
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Inspire your Listeners with a refreshing take on B2B.
Need a podcast guest to talk all things messaging and communication psychology?
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I explore how ideas travel (and often die) inside organisations — and what to do about it. Helping communicators craft content that connects across departments, decisions, and distractions.​​