I never know what I'm talking about when I start a project. But that's the reason I'm good at what I do.

Over 10 years I've written across industries and products that couldn't be more different: conservation, tequila, mobile gaming, SaaS, cybersecurity, luxury pens, piping systems, mortgage products and more. I didn’t know these worlds before I started writing about them, but the process was always the same: find the emotion and turn it into a story that lands.

Every subject, product, and industry has a human truth at the core. Even B2B cybersecurity. (Especially B2B cybersecurity.) I’ll learn whatever I’m writing about inside out, pick it apart, and find the emotion that connects, compels, and converts. The more niche the subject, the more interesting the search. Which is bad for my sleep but good for your business. 

Being a writer, journalist, and trainee therapist turns out to be the same skill set. They're all about asking the right questions to uncover what actually matters, then saying it in a way that resonates. And, just like in therapy, I always open with… 

So, where shall we start?