I write to find out what I actually think.

Writing has always been part of the work. Not because the world needs more content. Because ideas become much harder to hide behind once you put them into words.

Writing forces precision. It exposes contradictions. It turns intuition into something that can be examined, challenged and improved.

Most of the questions I keep returning to live somewhere between strategy, marketing, business, brands, culture and human behaviour.

Some came from client work. Some from classrooms. Some from conversations. Some from a book I started writing and never finished.