What I actually work on
Three areas, and how I think about each one.
I design things by using them first. If it isn't obvious in ten seconds, it isn't done.
This means sitting inside the actual product, not just the deck. I look for the point where someone would get confused, and fix that before anything else.
I've picked the wrong tool before, and paid for it. I help you skip that mistake.
That means looking honestly at what a tool or workflow actually costs you later, not just what it promises now, before you commit to it.
A brand grows when the story is true and nothing gets in the way of telling it.
That's brand strategy, positioning, and the campaigns that carry it, all judged by whether they actually move the number that matters.
I mentor people one-on-one, and lecture part-time. Passing on what I've learned is part of the job.
That's usually less about giving answers and more about asking the question someone hasn't sat with yet.