Strategy & Story

Unwittingly eclectic, innately curious, I am a narratologist: a seasoned strategist, coach, strategic communicator, sense-maker, messaging expert and writer.

I help folk evolve their thinking and craft their strategic narrative — the most important system of stories they can tell in pursuit of their ambition.

My life experience is rich and deep, having lived and worked across many disciplines, cultures and contexts. My formal education is in Business Management, IT, and media production. I have 20+ years experience in tech, digital and strategic comms across UK, Europe, Middle East and the US.

I have deep knowledge in digital (25 years), tech, CX, sustainability, supply chains and logistics, operating models, circular economy, and design and systems thinking.

I also draw upon fields such as anthropology, semiotics, cognitive science, social practice, and film theory.

In another life, I was a professional musician. I still compose, play, and make experimental film.

What I do as a narratologist

  • I help leaders design and deliver strategic narratives
  • I facilitate strategy and story sessions;
  • I advise, coach and train; and
  • I write.

Based in Amsterdam, I work internationally and call upon an international network of trusted specialists for larger projects.

You can say hi on

Be splendid.