I’m a detective by temperament. I search in other languages to reach information that hasn’t gone mainstream yet. I go into forums and obscure corners of the internet looking for the one grain that matters. My process isn’t linear; I let creativity into the research itself and let precision arrive later, in the edit.

I’m quick to spot the one thing in a brand or business that is worth amplifying in communication and thought leadership.

I’m not a believer in fixed playbooks. Methods can be useful, but they can also become substitutes for thinking. I do my best work in mess, not in a tightly defined brief. Give me ambiguity and I’ll build clarity out of it.

I’m equally at home in a strategy meeting, on a trade-fair floor or on a stage. I read the energy of a room quickly, engage people naturally, and bring the same curiosity and sharpness to a conversation as I do to research.

Humour, irony and edge aren’t decoration. They’re how I think — and how I get a truth to land.