​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—
Back 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 were losing deals to brands with weaker products.
They’d ask me to “fix their website copy.”
So I did.
Leads would come in, but would disappear.
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A few months later—they were..
Rebranding.
Repositioning.
Rewriting the story again.
Not because the copy failed.
But because the business couldn’t carry it forward.
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Their Sales and Marketing teams were telling different stories
Customers mixed them up with competitors
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What looked like a copy problem was actually a message survival problem.
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And that's what got me curious.
Because the moment a message leaves the page, you lose control.
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​​​​Most B2B messaging advice is just B2C theory dressed in a suit and tie.
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one audience
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one decision-maker
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one clean linear funnel
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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 to make decisions together—on bad days, between meetings, with competing agendas and a healthy fear of risk.
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​That’s when I stopped trying to "fix" their words—and started studying the journey as a strategy.
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I mapped how messages travel through B2B organisations, internally and externally, and how human psychology shows up at every handover.
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​That research turned into the Multi-Audience Problem: The B2B reality that your message is interpreted, reshaped, defended or ignored by many different people with different risks, incentives, and filters.
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If your Message has a lot of places to go.
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Your Messaging needs to hold its shape from first contact, through approvals and internal rewrites, all the way to “Can you send us more details?”
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It needs someone who understands what happens in those places.
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Today, I train B2B communication, marketing, and leadership teams to write for message survival.
Not personas.
Not job titles.
Not imaginary buying journeys.
But real humans, real constraints, real decisions.
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If you’re tired of being told to “just make it more compelling”—
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You’re in the right place.
I’m glad you found your way here.
My brother Kevin taught me how to moonwalk, play blackjack, and win at marbles.
​He also taught me to own my story.
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On my first day at uni, he knocked on every door in my dorm... and then hid, leaving me to awkwardly introduce myself to every housemate.
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Yes, it was embarrassing...
But the lesson stuck: you see, when you don’t design your story, someone else will.
They’ll fill in the gaps.
They’ll infer intent.
They’ll decide what matters based on their biases.
And while the story they create may feel logical to them.
It just may not be the message you wanted.
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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.
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