HOW I THINK
My approach is influenced by a wide range of disciplines, from design thinking to economics to behavioural psychology. I think that each discipline offers a unique insight into a human mind as well as the socio-political forces that govern our decision making and motivations. My task as a strategist (& designer) is to see though chaos, noise and beyond the boundaries of conventional approaches in order to develop solutions that (above all) have consumer utility and solve business problems.
I believe in creating lasting, meaningful solutions through insight, prototyping and design-driven methodologies. I still think traditional approaches to creating meaningful experiences have value, particularly initiatives that connect people to people, rather than people to technology.