It’s not the words that move people…

It’s the message.

Make sure your message lands.

As human beings, we respond to big ideas, beautifully told, wrapped in emotion, and crafted to precision. We want to be inspired, to learn, and to grow. And you want your story to do just that.

I bring a rare combination of academic rigour and creative craft. With a PhD, years of teaching and research, and experience in leadership consultancy and organisational development, I understand how people learn, how ideas spread, and how to build arguments that land.

And here’s what all that taught me: great content isn’t about simply sounding smart. It’s about helping your audience think differently.

I bring analytic depth and creative storytelling to every project, from comprehensive frameworks to executive thought leadership for mission-driven organisations.

The values I live and work by

I approach every project with curiosity and imagination, drawing on diverse influences to craft fresh and human ideas, and to convey them in ways that are memorable and unique.

Excellence is care - attention to detail, respect for the craft, and writing that endures through clarity and precision. I treat each project with the care it deserves.

Good writing begins with understanding. I listen, learn, and reflect so each piece conveys genuine human insight, and respects the person at the heart of every story.

I value honesty and reliability. My goal is to create work that aligns with truth and fosters lasting trust. I deliver on time and better than promised, maintain clear communication throughout, and keep confidential materials confidential.

Perth born &

raised

I live in sunny Perth, Western Australia, with my wife, two kids, and a cat. Early mornings are for reading and evenings are for whisky.

Science fiction

writer

When I’m not working with clients, I’m working on my science fiction novel, currently in the final stages of edits. I like exploring other worlds and grappling with existential truths.

Voracious

reader

I love reading and I have a big bookcase filled with diverse authors, from Stephen King to Seneca and Frank Herbert to Simon Sinek. The best ideas come from cross-pollination.

Gardener &

grower

My garden is full of bamboo, natives, palms, and fruit trees. I love watching things grow - whether it’s plants or ideas.

Undefeated

scrambled eggs

I make the best scrambled eggs I’ve ever tasted. Hire me and I just might share the recipe.

The human difference

Why should you hire me, a human, when AI is good - and cheap?

It’s a fair question.

AI does create good content. And that’s exactly the problem. Good is everywhere, and it no longer stands out. If you need filler, AI is enough. If you want writing that cuts through, moves people - writing that your audience actually remembers - then you need a human.

AI gives you words.

I can give you impact.

  • When every brand uses AI to create its content, every brand sounds the same: professional, polished, and completely pedestrian. It’s forgettable.

    When everything is good, nothing is good.

    You don’t just want good; you want different. In a saturated market, distinctive beats competence every time.

    I bring strategic insight and a distinctive creative voice to help you stand out from the pack.

  • AI is excellent at remixing patterns it’s already seen. It predicts what’s likely, not original.

    AI is expected. Innovation is surprising.

    Humans break patterns all the time and that is what is exciting and, importantly, memorable.

    Strategic risk and creative surprise cut through the noise. Where AI optimises for likely, humans create the unexpected.

  • People respond to emotion, identity, and trust, not just information.

    Great writing carries emotional nuance, cultural sensitivity, timing, and tone.

    AI can only predict emotional language patterns, while humans understand the emotional stakes - because we’ve lived them.

    AI knows the what, but not the why.

    And the why is important.

  • Our values and our voices are unique.

    AI can list our values, but it can’t feel their weight, not like we can. It doesn’t know which values matter most to us, in this moment, for this audience. That judgment requires lived understanding, not pattern recognition.

    You need someone who can understand your values and can translate them into authentic, strategically aligned communication.

  • The future isn’t human or AI. It’s both, working in tandem, and knowing where each excels.

    AI is powerful, fast, and only accelerating. That’s reality. But speed is not strategy, and output is not impact.

    AI can take you a long way - sometimes two-thirds of the way. But that final third is where the real value lies. That’s where meaning, emotional intelligence, judgment, and originality live. That’s where brands differentiate.

    I use AI intentionally: to accelerate research, stress-test ideas, and open creative angles. But I never stop there. I bring the human element, the insight, the nuance, the narrative. The lived experience. The parts that make writing land instead of merely appear.

    AI improves efficiency. Humanity creates resonance.

    The strongest work is born from both.

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