don’t run in heels

I’ve been a writer and creative lead for over 18 years, and my view of good writing is simple: it’s never just about the words. It’s about insight.

Writing without insight is like heading out for a run in heels instead of running shoes. Sooner or later, the beautiful words fall flat. And brands get hurt.

Sure, you might wobble along for a while on slick style and polished prose, but to gain real traction and truly go the distance, words need to be grounded in something stronger.

Rooted in solid ideas. Shaped by hard facts. Designed for real customer journeys. Flexible enough to navigate changing terrain. Built for efficiency. Moving with an effortless cadence. Engineered for the brand.

So I got the running shoes.

And they’ve taken me across continents, from Asia to Europe to North America, across mediums from print and TV to social and CRM, and across industries from hospitality and food to telco and biotechnology.

What’s next? Always the next run.