question everything


Thirty years working in consumer behaviour and marketing strategy suggest to me that central to optimal decision making are:

  • Data – delivering more reliable and profitable decisions than intuition
  • Thought – the objective, critical, and lateral interrogation of data
  • Consumers – managing their behaviour to achieve objectives
  • Excellence – having and delivering a competitive advantage
  • Ethics – achieving alignment with market expectations

Variously called a brand strategist, culture consultant, marketing strategist, marketing advisor, communication strategist, e-commerce consultant or business strategist – I work with smart people to manage consumer behaviour to deliver social and commercial objectives – reducing costs, maximising revenue, increasing margins, and building sustainable value. 

My academic background is in psychology, education, and business. I have limited faith in traditional marketing– preferring an evidence-based pragmatic approach placing the priority on delivering tangible, measurable, and sustainable outcomes for governments, business and NGOs.

I sit on several boards, including that of  a provider of digital marketing, e-commerce, community development and digital automation services, and a developer of e-commerce platforms. 

Without exception – I say it as I see it. With few exceptions – I am up for a pot of tea and a chat so you can establish if I can add


My primary expertise is consumer behaviour and the application of consumer psychology, behavioural economics to:

  • Marketing
  • Brand
  • Culture
  • Communication

Underpinning my approach are the following core principles

  • Marketing, a subset of psychology, involves the management of behaviour to achieve social and/or commercial objectives
  • Cost effective behaviour management requires a deep understanding of the audience and how to change their behaviour
  • Brand is the management of perceptions to enhance productivity, performance, and profitability
  • Advertising can attract traffic or enquiry – but brand and culture drive customer  lifetime value
  • Branding, a subset of brand, brings the brand to life eliminating the gap between optimal and actual brand
  • Eliminating the gap between optimal and actual involves marketing and HR establishing the optimal culture
  • Marketing and branding are more science than art – relying more on data that intuition and creative ideas
  • Marketing and branding should and can be measurable and accountable
  • Communication does not occur without a reciprocal process