Beyond the theoretical and into the brutally simple – the purpose of this collection of work is to provide insight into how I think and solve problems.
What you'll find:
Hot takes on cultural shifts. Strategic frameworks battle-tested across markets. Observations that question why we build strategies the way we do. And why sometimes that's not enough.
It's deliberately fluid - combining rigorous analysis with gut instinct. Some entries document my strategic process. Others capture those crucial moments where complexity suddenly simplifies into insights that are so devastatingly simple, they feel obvious in hindsight.
This isn't just work I've completed - it's thinking in progress. Strategy in flux. A collection of connections that matter.
And yes, sometimes those connections jump from brand positioning to Azealia Banks, or from consumer insights to Real Housewives of Cape Town references.
I don't have all the answers. Just a Notes app full of half-thoughts and the vague suspicion that figuring it all out isn't supposed to be the point.
