Selected work, ventures & press
I work alongside founders and leadership teams to clarify the idea, position it powerfully, and build the brand, experience and operating structure required to carry it into the world.
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When the visible problem is growth, the real issue is often misalignment: unclear positioning, fragmented offers, a disconnected system, and an operating model that can't yet hold the ambition.
Find your structure problem — take the diagnostic →I don't stand outside the work. I build from inside it.
Founder · in-house operator · advisor · venture builder Read my story →Read what the market, customer, founder and organisation are already revealing.
Find the underlying tension, opportunity and organising idea.
Choose the claim, audience and territory the venture can credibly own.
Build the offers, model, brand, experience and operating system around it.
Sequence decisions and execution so each move compounds.
Shell TheoryNo two visions are the same. Their structures should not be either. I don't impose a template. I find the form the vision requires, and build the system around it.
A trusted first door into a new city, built as a system, not a slogan.
View project →An investor-grade presence through rebrand and a Series-B chapter.
View project →Brand, digital and promotion tied to the franchise's record month.
View project →Michelle helped us increase efficiency across the business by 40%. Her rare strength is seeing the strategy and the operating system at the same time.Long-term client · CEO, global consumer brand
I work with a small number of founders, leadership teams and investors navigating a consequential build, repositioning or next chapter.
Your vision may not need more activity. It may need a structure capable of carrying it.
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