The Outsider’s Advantage
Seeing organisations from the edges
I grew up between cultures, built my career across countries, and learned early that some of the most interesting insights come from the margins. This blog is a place to think out loud about work, marketing, finance and leadership – from that vantage point. A place for CMOs, CFOs, and business leaders to reflect on what’s changing and what’s important.
Watch, Read, Listen
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From CFO to CEO: The Talent Question Underneath
Why the rise of the CFO-turned-CEO reveals a deeper leadership and talent pipeline challenge I recently listened to the CFO Playbook podcast with John Glasgow. It made me stop and think…
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What I Learned From Reading Two Hundred Papers
Why deep understanding still matters in leadership in the age of AI I only recently learned the term friction-maxxing. It means choosing to do things the harder way, like writing…
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The Email at the Till
What a simple request for a digital receipt reveals about marketing, data, and consent I am not, by nature, a shopper. The word itself – with its implications of browsing…
Topics Explored
I write about how CFOs, CMOs, and Business Leaders make decisions when the rules are changing. My work sits at the intersection of finance, marketing, leadership, and growth – exploring the mental models, trade-offs, and operating principles that help organisations scale with clarity, trust, and intent.
Progressive Finance
I focus on how finance evolves to better support CFOs and business leaders. Progressive finance is a concept I help define, to shift focus from control that slows businesses to empowerment that fosters agility.
Trust, autonomy, and accountability are built in from the start.
Marketing as a Discipline
Much of my writing draws on my experiences as a CMO: clear choices, operational rigour and structure. Frameworks like the Four Ps show how strategy becomes actionable.
I explore how this discipline translates beyond marketing into leadership, finance, and growth decisions.
Leadership in Practice
I see leadership as something you practice every day, not just a job title. I explore the balance between trust and control, speed and safety, and autonomy and accountability.
I am interested in how leaders’ actions, choices and behaviours influence business culture.
Growth with Intent
Growth is a recurring theme in my work and my career path. It is exhilarating, sometimes elusive, and almost always chaotic.
I explore how organisations scale without creating chaos or fragility. Where structure, purpose and clarity enable speed, not bureaucracy.