I study how people actually think and behave, what they're actually doing, why they're doing it, and what that tells us about what they actually need.
I spent a decade in advertising learning how to move people at scale. Constantly asking deeper questions:
What are people actually going through? What do they value? Where can an organization genuinely help them?
I work with organizations that want to help people think and behave differently, not just sell them something. That means finding the human truth first, then building from there.
Strategy isn't about what's clever. It's about what's true. And a little bit clever.
BELIEFS
RECENT WORK
In a world becoming more artificial every day, people seek real connection. How do you help an organization show that it's not just a place to visit — it's a place to protect something that matters?
Many young people are unaware that they can serve in the Army part-time. "Uncommon is Calling” challenges young people to reimagine the potential of part-time service by comparing soldiers’ everyday lives to the uncommon experiences they gain as part of the Army National Guard