SELECTED SIGNALS · 2026
15 years+
BRAND · GROWTH · COMMERCIAL
9 organisations
TECH · CONSUMER · SPORT · DIGITAL
4 disciplines
BRAND · INTELLIGENCE · RESEARCH · SYSTEMS
Evidence → Decisions
INSIGHT MADE COMMERCIALLY USEFUL
BRANDS WORKED WITH
Turnfragmentedevidenceintoclearercommercialdecisions.
Fragmented signals
Evidence
Customer, market, competitive, performance and operational signals brought together.
DECISION LAYER
Commercial judgment
Determine what the evidence actually means and which decision deserves action.
“The goal isn't more information. It's knowing what to do with it.”
Find the tension
Diagnosis
Separate symptoms from the underlying commercial problem.
OUTPUT
Your next move
Positioning, propositions, growth decisions and systems that can actually be executed.
SERVICES
Different commercial problems require different lenses. I bring four disciplines together to find what matters, decide what to do and turn it into something usable.
RESEARCH & INVESTIGATION
Establish what is actually true
Structured research that separates evidence, claims, inference and uncertainty before important decisions are made.
COMMERCIAL INTELLIGENCE
Find what matters commercially.
Customer, market, competitive and performance signals interpreted to expose opportunities, threats and leverage.
BRAND STRATEGY
Turn insight into a stronger position.
Positioning, propositions and messaging built around what customers value and markets reward.
DECISION SYSTEMS
Make better judgment repeatable.
Frameworks, workflows and AI-enabled systems that turn commercial reasoning into decisions teams can use again and again.
DECISION ARCHITECTURE
Each discipline answers a different question. Together, they turn evidence into a commercial decision, then use the outcome to sharpen what happens next.
Establish the evidence
Determine what is known, what is claimed, what remains uncertain and what still needs proving.
Interpret the opportunity
Connect customer, market, competitive and performance signals to find where the leverage sits.
Choose the move
Turn that understanding into positioning, propositions and messaging designed to create preference and action.
Make it repeatable
Encode the reasoning into frameworks, workflows and AI-enabled systems that improve with what happens next.
SELECTED WORK
TECH
Uplift in conversion rate
Turning customer evidence into commercial performance
Webselenese
RETAIL
Research lenses
Turning fragmented evidence into decision-ready intelligence
STACK
HEALTH
Per production cycle
Halving production time with an AI-assisted workflow
ExpressVPN
Core Belief
Moreinformationisn'ttheadvantage.Betterjudgmentis.
The goal isn't to produce more research, more strategy or more content. It's to identify what matters, make the right commercial decision and build the system that makes the next one better.