I've spent twenty years inside systems built to manufacture attention.
Sometimes they produce culture. Sometimes they produce noise. Usually both at once.
I started in advertising and strategy because I loved ideas. Then stayed because I became fascinated by the systems underneath them.
Why certain stories spread. Why others disappear. Why some brands feel alive while others feel assembled by committee. Why modern culture increasingly rewards certainty over depth. Why most strategy sounds interchangeable. Why beauty still matters anyway.
And underneath all of it: why first answers feel obvious, why categories agree to see the same things, why most "facts" in marketing are conformity dressed up as certainty. Most strategic mistakes aren't mistakes of analysis. They're mistakes of assumption — taken from a category that long ago stopped questioning what it inherited.
Knight & Knave is the container I built to explore those tensions publicly. Part consulting practice. Part notebook. Part argument with the world as currently constructed.
Experience
Twenty-plus years across Anomaly, Chandelier, Mustache, Edelman, DEPT®. Brand and creative strategy work for Budweiser, Target, Converse, PepsiCo, Gensler, OpenAI, Google, Starbucks, and the deck templates we all used. Also a handful of founder-led companies you haven't heard of yet.
Personal Philosophy
Less interested in disruption than perception. Less interested in content than attention. Less interested in branding than belief.
The work underneath the work has always been the interesting part.
Most decks are written in fear.
When I'm not working with brands, I'm usually building things I wish already existed.
Right now that's WILDSOUND — an ecosound platform reconnecting people to real places through sound. Because the modern condition increasingly feels like streaming rivers while forgetting actual rivers still exist.
I don't really believe in thought leadership. I believe in paying close attention.