My Philosophy

Companies are neither good or bad, they are amoral.

Capitalism is the most democratic economic system, people vote with their dollars.

Advertising isn’t about lying or deceiving… Advertising is a tool to let consumers know which brands they should be interested in because they reflect that consumer’s values.

As Bill Bernbach said: “Nothing kills a bad product faster than good advertising.”

My Professional Background

Variety is the spice of life, and they say a variety of experiences makes for great planners.  I’ve been a stage hand, a stage manager, a scenic designer, a tutor, a robotics mentor, a first aid instructor, a camp counselor, an e-learning curriculum developer, a butcher, a baker, and a candlestick maker (the last three may or may not be true).  I worked for more than six years in freelance media production, with a focus on video production, for a variety of San Francisco Bay Area clients on marketing driven projects, such as promotional videos, content marketing, and DVDs for direct mail. Since finishing at Miami Ad School – San Francisco, I have worked with a small first aid instruction firm on a major design project reworking their logo, website, course materials, and more. I also spent a year at a tech start up on the operations team, wearing many hats, doing everything from market research to preparing materials for VC pitches.

What does this variety of experience have to do with strategy?  I understand the power of a good story.  Story is an important part of any movie, from an industrial film to a Hollywood blockbuster, and a key component of every good strategist’s toolkit.  I understand business.  Coming from freelancing, I know how to make schedules, hit deadlines, manage budgets, and work with clients.  I understand the challenges of doing creative work.  Between theater, video production and my time at Miami Ad School, I have worked with creative people on a wide variety of projects and I know how to get the best work from them.  And if the work demands it, I can get creative too.  Finally, I understand the power of good research.  Like any planner, I’m naturally curious, and research is how to quench that thirst.  Quant, qual, big data, small data, I don’t care as long as it gets me to a deeper human truth.