What I do

Three pillars.
Every engagement.

Every engagement runs across concept and experience, growth and visibility, and business infrastructure. The depth and mix shift depending on where the business is and what it actually needs.

For brands being built from scratch, this runs as a structured multi-month sprint: category analysis, naming, brand narrative, messaging architecture, content system direction, and a launch blueprint. For established businesses, the work goes where the problems are.

The three pillars
01
Concept + Experience
For businesses that need a sharper idea behind the product, the offer, or the experience they are building.
Positioning, narrative, and brand expression
Offer architecture and service design
Customer and guest journey auditing
Partnership ecosystem design and vendor curation
Content system direction and founder presence strategy
Visual direction and creative partner briefing
02
Growth + Visibility
For businesses that are ready to grow but need more structure behind where to push and how to sequence it.
Go-to-market strategy and launch planning
Channel strategy: DTC, retail, wholesale, gyms, digital
Influencer, affiliate, and partnership strategy
Pre-launch audience building and community strategy
Membership model, pricing, and incentive design
Retention, loyalty, and communications direction
03
Business Infrastructure
For businesses that need stronger commercial structure behind the idea they are already running or building.
Pricing strategy and revenue optimization
Financial modeling and unit economics
Budgeting, forecasting, and KPI review
Operations review and systems guidance
Website, app, and digital tool direction
Hiring guidance and team structure planning
How I work
01
Diagnosis before prescription
Every engagement starts with understanding what is actually broken or missing before recommending anything. I pressure-test the brand, the experience, and the commercial model against the standard of the most discerning evaluator in the category, whether that is a Forbes rater, a sophisticated guest, or an investor who has seen a hundred decks. Most businesses already know what they want to do. The work is figuring out whether it holds up.
02
Strategy led,
specialists pulled in
I lead the thinking, pressure-testing, and strategic direction. When execution requires designers, architects, accountants, PR agencies, or digital partners, I bring in the right people from a network built across a decade of operating.
03
Small roster,
full attention
I work with a limited number of businesses at a time. The ones I work best with are capitalized, serious about what they are building, and ready to move when the clarity arrives.

Working on something worth thinking through?

I work with a small number of businesses at a time. If what you are building fits, or you are not sure yet, reach out. The first conversation is just a conversation.

Get in touch