About
I build ideas strong enough to bend a brand — and grow the business behind it.
The creatives chase the idea and look away from the spreadsheet. The operators chase the number and starve the idea. I've spent twenty years refusing to choose — because the businesses that pull away from the pack do both at once.
The commercial spine
I founded an agency from a basement office and grew it into a team of a hundred — multi-award-winning, twice named Agency of the Year — before it was acquired.
Across those years I worked with founders, CEOs and CMOs to scale revenue, sharpen return on investment, and cut the waste that quietly drains a business. Different sectors, same job: find where the money and the meaning meet, and push hard there.
I've spent as much time on the questions underneath the work — how people think, why a few ideas move us and most slide past. I've made documentaries on psychedelics, spirituality and consciousness. I think in odd directions on purpose, because the strategy that changes everything almost never comes from the obvious place.
Where I'm landing
Then the ground shifted. AI has made the making of things almost free — competent work is everywhere now, and competent is worth nothing. The one thing that still commands a premium is the original idea, and the judgement to know it will land.
That isn't a threat to what I do. It's the whole point of it. It's why I built Conigrum.