Get creative and strategic firepower—without the full-time hire
I help ambitious brands and teams build products people want—and stories they remember.
What I bring:
→ 20 years leading, shaping, and selling a cult brand
→ Creative firepower with a commercial spine
→ Strategic clarity when the stakes are high and time is short
Think of it as mental bandwidth as a service—upstream thinking for faster, smarter downstream results.
CHOOSE YOUR firepower
Most people come to me for coaching. But if you need more than mindset work—if you need someone who’s actually built, led, and sold a cult brand—this is where it gets interesting.
You don’t need a full-time hire. You need an experienced brain in your corner.
🎯 STRATEGIC ADVISOR
Sharp thinking, second-order moves, and a calm head in the chaos.
I don’t just advise—I embed. We cut through noise, untangle mess, and get clarity on the real play.
When the stakes are high and pressure’s mounting, I help you move upstream: clearer thinking, smarter calls, fewer expensive detours.
This isn’t generic strategy. It’s real-world experience—on tap.
Why listen to me on strategy?
💥 Led Firebox from frontline to MD and co-owner across 20 wild years
💥 6M+ orders, £170M+ turnover, zero external funding, and a hands-off board
💥 Hired, led, and managed a 40+ team, through pivots, chaos, and culture drift
💥 Made—and remade—big calls on product, pricing, hiring, and direction
💥 Remortgaged my house for equity, survived legal threats (hi Disney), recession, and burnout
💥 Sold the company on my terms, with scars, pride, and the mission intact
What we work on:
→ Making high-leverage decisions without spinning
→ Untangling direction, positioning, or half-formed plans
→ Spotting asymmetric opportunities before they slip past
→ Balancing fun vs. profit, weird vs. scalable
→ Making hiring, culture, and leadership calls before they become expensive
→ Solving the real problem—not just the loudest one
What it gives you:
✓ A second brain for big calls and complex trade-offs
✓ Pattern recognition and second-order thinking from real-world experience
✓ Sharper moves, less overthinking, more upside
✓ Strategic clarity, insight, and vision across product, team, and positioning
✓ Firepower when it counts—without hiring full-time
💥 CREATIVE SPARRING
Original thinking on demand. Plug me into your brand like a second brain.
You don’t need a big agency. You need someone who can help shape the story your customers actually feel—across brand, product, and tone.
I don’t just critique—I co-create.
From naming to positioning, product hooks to campaign ideas, I help make brands memorable (and sell better).
Why listen to me on creativity?
🔥 Created viral products like Unicorn Tears Gin™, CrapWrap™, F*cking Strong Coffee, and the Original Mystery Box that earned headlines, sparked trends, and sold out (repeatedly)
🔥 Built Firebox’s ‘Shop for the Unusual’ tone of voice—sharp, funny, commercial, and widely copied
🔥 Wrote hundreds of weird, funny, high-converting product pages and campaigns-including a world record for chicken puns
🔥 Ran creative (design, social, PR, copy) in-house for a multi-million-pound ecom brand with zero agency input
🔥 Used creativity not just in comms, but in product dev, positioning, and internal culture
🔥 Built tone decks, screenplays, side hustles, and brands for fun and on brief
🔥 I chase the creative edge—even when no one’s asking for it
What we work on:
→ Naming, packaging, product hooks, and positioning
→ Brand tone and storytelling with real punch
→ Spin-offs and side hustles with bite
→ Repositioning tired brands or messy narratives
→ Creative direction with commercial spine
→ Reigniting your creative spark
→ Personal brand help that doesn’t make you cringe
What it gives you:
✓ A creative sidekick and idea-machine to riff, refine, and provoke better creative decisions
✓ Commercial creativity with cult-brand instincts
✓ Sharper stories, better words, stronger tone, clearer direction
✓ Fresh energy, new angles, creative momentum
✓ Firepower from someone who’s built cult brands—and doesn’t do generic
Not sure what kind of help you need?
That’s normal. Most people I work with don’t show up with a tidy brief.
They just know they’re stuck, overloaded, or underwhelmed—and want something sharper.
If you’re not sure whether it’s strategy, creative, or a bit of both—book a quick call.
We’ll figure it out together.
Let’s Chat
Book your free 30-minute consultation
💡 Some of the greatest hits
From viral product launches to weird product pages, culture docs and cult brand moments, here’s a tiny taste of what I’ve created, shipped, shaped, and shouted about over the years.
HOW I WORK WITH CLIENTS
How does this actually work? This work flexes to fit. I can be light-touch or fully dialled in—whatever works.
I typically support founders and teams in three ways:
Fractional Support: 1–2 days a week, plugged into your team. Hands-on, high-trust, and inside the business without being full-time.
High-Leverage Sprints: Fast, focused deep dives to unblock a thorny creative or strategic challenge.
Ongoing Advisory: Regular check-ins, async thinking, and strategic input on tap—like having a second brain when you need it.
Many of my advisory clients started with coaching—then realised mindset work was only part of what they needed. This is the natural next step when you want help applying that clarity to the real-world mess: team, product, positioning, momentum.
There’s no off-the-shelf package. We’ll shape the format to fit your goals, your pace, and your budget.
→ Not sure what fits? Book a free 30-minute call and we’ll figure it out.
FAQs
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Short answer: it depends.
Longer answer: it depends on what you need and how involved I get.
I offer flexible support, from high-leverage sprints to monthly advisory retainers to 1–2 days a week embedded in your business. That might be:
– A fixed-scope creative project
– A few hours of strategic input per month
– Full fractional firepower across product, brand, and team
We’ll scope it together based on your pace, goals, and budget. There’s no long-term lock-in—just a shared commitment to making real progress.
If you’re curious, let’s talk. I’ll give you a rough range fast—no pitch, no pressure.
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Coaching is more about you—your mindset, momentum, and clarity as a founder or leader.
Advisory is more about the work—strategy, creative direction, and decision-making inside your business.
There’s crossover, of course. But coaching tends to focus on the human behind the decisions. Advisory is where I plug directly into the challenges themselves.
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I work best with people I click with—founders, brand leads, or creative operators who want someone sharp and human in their corner.
You’re a good fit if you’re building something you care about, hate the idea of generic advice, and want clear, honest input from someone who’s actually done it.
I’m not for energy vampires, corporate checkbox merchants, or people who want a polished deck and a pat on the head.
This only works if we both want to be here. That’s the deal.
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Yes. I love a juicy, high-leverage challenge.
You can bring me in for a creative or strategic sprint, a brand rethink, a decision jam, or a fire-starting deep dive. Fixed-scope, fixed-outcome, fast turnaround.
If it’s stuck, foggy, or underwhelming—I’ll help unpick it, upgrade it, or burn it down (in a good way).
Not sure if it’s the right shape? Book a free 30-minute call and we’ll figure it out.
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Because it’s hard to see the system you’re inside.
When you’re deep in it—brand, team, pressure, product—you lose the zoom. You work in the business, not on the business.
I’ve lived that. But stepping out of it is what sharpened me.
Since selling Firebox, I’ve had the rare luxury of hindsight. Time to reflect. Time to reanalyse what really worked, what I’d do differently, and what I wish I’d seen sooner.
That distance has turned lived experience into something more powerful: perspective.
You’re not just getting my war stories. You’re getting the clarity I’ve earned by zooming out—so you don’t have to learn it the hard, slow way.