You send clarity. They receive a rumour. I fix the part in between
How it started
2020 had a lot to answer for.
Covid, Gender Reveals, and that "Imagine" Celebrity Video that nobody asked for.
It was also a time when a lot of people started the business they'd been sitting on — with plenty to say and no idea how to say it.
Tech startups that had genuinely brilliant products.
The kind that should have been winning.
Every time a client hired me to write their website copy, the copy did its job. A clear headline. A sharp value prop and vision. No fluff.
Then the founder would take that same story into a room with a buying committee — and somewhere between their inbox and that meeting, it would fall apart.
Most copy is written for one reader, in one moment. It's not built to survive being retold — secondhand, by someone who wasn't there when it was written, to a room of people who've never met the founder.
That's not a copy problem.
That's a messaging problem.
That's the Multi-Audience Messaging Problem.
That's the Multi-Audience Messaging Problem.
I watched founders with the better product lose to competitors not because their message was cleverer or even clearer, but because their messaging was more portable - their pitch didn't need the founder in the room to survive.
That's the pattern I've spent three years building a framework around — the same one I've since taken into training rooms with comms teams at global organisations, and onto stages and podcasts talking through exactly where messages break and why.
Most people try to fix it at the writing stage. I fix it at the transmission stage.
The result is messaging that survives five rounds of edits, three senior opinions, and still makes sense to someone hearing it secondhand, on the sidelines of their kid's football game.
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 dorm. Then hid — leaving me to stumble through introductions with every housemate.
At the time, it was mortifying.
In hindsight, I got to define my narrative before anyone else did.
Maybe that's where it all started.
This stubborn instinct to make sure our story gets heard before someone else rewrites it. Because they won't always get it right.
If you've made it this far, the problem I solve is probably one you recognise.
Here's where to start, depending on what's in front of you:
If you're dealing with a high-stakes communication right now → Executive Comms
If your product does something brilliant but nobody outside the building understands why it matters → Brand Narrative
If your teams are telling different stories → Key Messaging Library.
If you want your team to build the skill → The Message Room Training
SPEAKING & PODCASTS
Inspire your audience with a different way of thinking about communication.
I speak and guest on podcasts about what happens to your messaging: how it travels, where they breaks, and what it takes to build communications so it survives.
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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