About
I’ve spent most of my career trying to work out why some ideas travel and others don’t.
Not in a theoretical way. In rooms. In pitches that should have worked and didn’t. In strategies that were right and went nowhere. In talks where the slides were immaculate and the audience left with nothing.
Two decades of it as a practitioner rather than an observer: technology, strategy, sales, leadership, enablement and large-scale organisational programmes. The industry keeps changing. The communication problem does not.
More than 5,000 people have been through communication development I built or delivered. I’ve worked one to one with executives, with leadership teams of eight, and with audiences of thousands, in the room and on a screen. I’ve delivered a TEDx talk, and spent evenings testing material in comedy clubs. Two very different laboratories, and both tell you the truth quickly.
The common thread was never the subject matter. It was communication.
An idea only exists once someone else can hold it.
- Experience
- Two decades
- People developed
- 5,000+
- Industries
- Across industries. The problem changes, the principles travel.
- Scale
- One to one with executives, through to audiences of thousands
- Delivery
- In person and virtual
- Recognition
- TEDx Editor's Pick, March 2026
The turn
The question changed.
How do I become a better presenter?
How do I cause another human being to see something?
The first question is about you. The second is about them, and it turns out to be a design discipline with rules, patterns and failure modes you can learn.
Where it came from
Technology & strategy
Years inside complex organisations where the idea was rarely the hard part.
Sales & enablement
Pitches, proposals and the awkward gap between what was said and what was heard.
Leadership
Communicating change to people who have heard it all before.
Large-scale programmes
Messages that have to survive translation across thousands of people.
Stages
One to one with executives, leadership teams of eight, conference halls of thousands, and a TEDx stage.
Comedy clubs
The most honest feedback loop in communication.
Signal & Story
The wider body of frameworks, programmes and published thinking behind this work.
Setup Shift Outcome, RACTI and the 5Cs, plus Signal Sessions, all live there.