These are the five zones where I hit hardest — where firepower meets leverage.

Strategy. Creativity. Leadership. Brand. Big calls.

Explore below — then book the free session if it clicks.

Who do you turn to when everyone turns to you?

You can’t always say it to your team. Or your partner. Or your mates.

But you can say it to me — because I get it, I care, and I know how to make it useful.

You can’t always say it out loud
The pressure, the fog, the fear of becoming the bottleneck — most founders carry more than they let on. I’ve been there. I know how heavy it gets.
This is thinking support, pressure relief, and mental edge — for when you’re stuck in the weeds or riding the high.

🔧 What I help with
→ Reset when you’re stuck in the fog
→ Zoom out from the pressure
→ Sounding board for the unsayable
→ Get out of your own way
→ Think clearly even in chaos

🔥 Firebox: How I know this
I carried the weight for 20 years — through reinventions, financial pressure, burnout, grief, and identity loss.
I know what it’s like to lead without a manual. I’ve been the bottleneck, the spark-plug, and the final decision-maker.
Now I offer the kind of space I wish I had: honest, human, playful, and impactful.
Firebox didn’t kill me. Now I help make sure your business doesn’t kill you either.

When indecision is draining time, energy, and opportunity

This is where we sharpen your thinking, your moves, and your edge—with real-world insight from someone who’s actually had skin in the game.

When it’s noisy, foggy, or high-stakes
You don’t always need more input—you need clearer thinking and confident action.
This is where I help you step back, zoom out, and cut through the static.
🛠 What I help with
→ Solving the right problem—not just the loudest one
→ Spotting asymmetric opportunities and smart exits
→ Balancing instinct and analysis when the pressure’s on
→ Turning half-formed thoughts into sharp next moves
→ Navigating fun vs. profit, weird vs. scalable, culture vs. cash
→ Avoiding rookie mistakes I’ve already made (so you don’t have to)
🔥 Firebox: How I know this
I didn’t just make decisions—I lived them.
I took weird bets, scrappy pivots, and brand-defining risks across product, people, positioning, and pricing.
Some flew. Some flopped. But we stayed alive and sold the business on our terms.
I know what it means to make calls in the trenches — without a safety net. Now I help others do it faster, smarter, and with fewer regrets.

To stand out without selling out

Most people don’t need more ideas—they need the right idea, and permission to run with it. That’s where I come in.

When the ideas feel tired—or too safe
You’re not just here to blend in. You want to make something people notice, talk about, and feel.
That takes clarity, guts, and a bit of weird.
🛠 What I help with
→ Product, brand, and campaign ideas that punch through
→ Naming, narrative, and tone that actually land
→ Repositioning sleepy brands and sharpening the story
→ Micro-brands, side-hustles, spin-offs with teeth
→ Creative direction grounded in commercial sense
→ Helping you fall back in love with what you’re building
🔥 Firebox: How I know this
I launched viral hits (Unicorn Tears Gin™, CrapWrap™, F*cking Strong Coffee), wrote weird product pages, led campaigns, and shaped a cult brand’s voice over two decades.
Even outside Firebox, I’ve built tone-of-voice decks, screenplays, side hustles, and blogs. I’ve always chased the edge — even when no one was asking for it.
Creative restlessness is built in.
You bring the seed—I’ll help it grow teeth.

When your online presence doesn’t match your ambition

You’ve got opinions, a story, and something to say. But it’s not landing yet—or not landing like you.
I help you show up sharper, realer, and unmistakably you.
🛠 What I help with
→ Sharpening your voice so it actually cuts through
→ Turning messy thoughts into punchy, memorable takes
→ Building a personal brand you don’t cringe at
→ Crafting content or bios that reflect the real you
→ Helping you step out from behind the brand (if you want to)
→ Making your backstory work harder—without oversharing
🔥 Firebox: How I know this
I was the face of a cult brand on YouTube, top UK Quora writer (1.5M views), screenwriter, side-hustler, Netflix judge, and even a patsy for Derren Brown.
I’ve written posts that went viral, stood in front of the team every month to keep the culture alive, and built decks that shaped brand tone and identity.
Now I help others do the same—minus the cringe, fluff, or LinkedIn nonsense.

Your team is your biggest asset — and sometimes your biggest source of stress

Team pressure. Leadership drag. Culture drift.

When the team stuff gets messy
I help you make faster, clearer calls around hiring, firing, comms, and culture — before small issues become expensive ones.
Hiring too fast. Firing too slow. Morale dips. Culture drift. Communication breakdown.
You don’t need a playbook — you need perspective, pattern recognition, and someone who’s been there.
🛠 What I help with
→ Getting clear on who you actually need
→ Stop being held hostage by high performers
→ Org chart design, team gaps, strategic hires
→ Navigating morale, leadership, and culture with clarity
→ Having hard conversations before they become hard consequences
→ Making human, high-stakes calls without losing yourself
🔥 Firebox: How I know this
I hired scores, sacked a few, interviewed hundreds.
I built a team that shipped fast, believed in the weird, and survived chaos with a mission intact.
I’ve seen the downstream cost of the wrong hire — and the multiplier effect of the right one.
Now I help others make those calls faster, clearer, and with fewer regrets.
20+ years in the trenches. Weaponised for you.

Want to see how I work?

Pricing and options are over on the Work With Me page.

But your first session? That’s free — no pressure, no upsell, no commitment. Just a proper chat to see if we click.

Leave your details below.