I’ve spent years watching organisations add. Add meetings, add processes, add tools, add layers, add strategy decks that nobody reads. Almost nobody removes anything.

It bothers me. Not just professionally, personally. I have an almost physical intolerance for clutter, unnecessary complexity and the energy organisations waste on things that simply do not matter. There is an elegance to simplicity that I find genuinely compelling. It is more efficient, more effective and, frankly, more beautiful than the alternative.

That belief found its commercial footing early. Nearly a decade at General Electric taught me that the same discipline applies to marketing. Strip out what is not working. Sharpen what is. Connect everything to outcomes that actually matter.

Since then I have worked with founders and startups, independent digital agencies and global media groups across the UK and APAC.

Complexity is the problem. Subtraction is the answer.