About me
I've led pitches, developed campaigns, built brands from the ground up, and created writing systems for companies like PayPal, Vertex, and Coca-Cola.
Things I believe
Without a good brief, it’s just a guess.
Every campaign and system starts with the same three questions. What are we selling? Who is this for? Why should they care? Define the problem first, then you can solve it.
Filing down ideas doesn’t make them safer, it makes them softer. Better to quickly cut what’s not working and come up with something better.
Don’t wound it, kill it.
Product owners, brand managers, and sales VPs are closest to the customer. So they’re the best barometer for what’s actually working. I build systems with them, not around them.