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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The Painter, the Palette and the Leaflet
What a box of watercolours taught me about knowing your customer, cultural differences and the details that make – or undermine – a premium brand. Today, I would like to…
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Authentic Writing in the Age of AI
Who owns the thought? I have been turning a particular question over in my mind for a little while now, although it was Substack’s recent announcement that finally persuaded me…
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The Distance Between Spend and Reality
As organisations grow, finance can lose touch with the context behind spending decisions. Why proximity matters in modern spend management.
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.