It was at Mindshare that I 'discovered' insight.

And, that in fact, there's a whole team trying to figure out the most interesting element of business: people.

From Mindshare I went to BAMM where I learnt about ethnography and qual, and how to develop insight into a strategy.

During 2021 I freelanced. I worked with some of the smartest agencies and thinkers and picked up hacks for running research and tips for managing clients.

I jumped into some projects with big tech names and learnt about researching users and the double-diamond design process.

This led me to YuLife, where I learnt to embed social science principles in scrappy, impactful projects that influence senior people.

I’ve stayed hands-on throughout my career picking up a broad range of skills, tools, frameworks and domain knowledge.

Now AI has collapsed the cost of making, I’m using my experience to help agencies and clients figure out how best to speak to and build for customers.

I trained as a journalist during covid. But journalism is a vocation - as those in the industry are prone to tell you. And mine turned out not to be journalism, so much as storytelling.

I’ve put this to good use. I’ve written for local news and magazines and even been lucky enough to be printed by Vice and the Face.

At work, I jump-started the content marketing at BAMM, introducing their still running newsletter, the Drop. (8 years and counting!) and even had a stint leading content for another agency, Crowd DNA.

Since then, I made the leap from words to film and now produce documentary shorts.