I’ve noticed over time that most communication and marketing problems are not caused by a lack of effort. They’re caused by everyone doing the obvious thing very well. Post more. Promote harder. Add another channel. Refresh the plan. It all makes perfect sense, and yet somehow the results stay average.
My work tends to start at that point. I’m interested in the small structural changes that quietly make everything else work better. The systems, habits and decisions that remove friction rather than add activity. A simple example. When teams struggle with marketing, the instinct is often to centralise it.
1 expert, 1 gatekeeper, 1 queue. What actually works better is the opposite. Clear frameworks, better tools, and just enough training so quality scales without slowing everything down. I spend a lot of time turning broad objectives into things people can actually use. Making plans that survive contact with reality.
Designing approaches that still work on a wet Tuesday with no budget and half the team elsewhere. The thread running through my work is practical judgement. Understanding what looks logical, what feels reassuring, and what genuinely changes behaviour.
I’m less interested in volume and more interested in momentum. If there’s a theme, it’s this. Marketing and engagement work best when they stop trying to be impressive and start trying to be useful. So if this sounds uncomfortably familiar, get in touch and let's have a conversation.
