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.

This is thinking support, pressure relief, and mental edge—whether you’re stuck in the fog or riding the high.

→ When it’s going wrong, I help you reset, zoom out and get unstuck.

→ When it’s going right, I help you push further, amplify your edge, and think bigger.

→ Sounding board meets co-conspirator—for the conversations you can’t have with your team.

→ Honest support from someone who actually knows the weight of leadership.

→ When the founder becomes the bottleneck—I help you get out of your own way.

🔥 FIREBOX

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 know the inner spiral that comes with being the bottleneck, the spark-plug, and the final decision-maker all in one.

Now I offer the kind of space I wish I had: honest, human, playful and impactful.

When indecision is draining time, energy, and opportunity.

This is where we sharpen your thinking, your moves, and your edge.

Real-world insight from someone who’s actually had skin in the game.

→  Helping you zoom out, so you’re solving the right problem—not just the loudest one

→  Spotting asymmetric opportunities, prioritising where to double down—and knowing when to walk away

→  Balancing instinct and analysis when the stakes are high

→  Turning half-ideas & what-ifs into confident next steps

→  Navigating real trade-offs faster: fun vs. profit, weird vs. scalable, culture vs. cash

→  I’ve made every kind of strategic mistake—from hiring friends to chasing markets we didn’t belong in. And I can tell you all I learnt.

🔥 FIREBOX…

I didn’t just make decisions—I lived them.

I made high-stakes calls across brand, product, people, pricing, and positioning—without a safety net.

I took weird bets, scrappy pivots, and brand-defining risks. Some went viral. Some fell flat. But we stayed alive.

We kept the brand relevant through 20 years of change—and eventually sold the business (on our terms).

I led this cult company, punching above its weight for nearly a decade—and felt every win and mistake in my gut (and on the P&L).

Now I help others move faster, cut through the noise, and act decisively—before the window closes.

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 what I do best.

→  Product, brand, and campaign ideas that actually hit

→  Micro-brands, sub-brands, and playful spin-offs with edge

→  Edge-finding: what are we really saying? What’s the difference that matters?

→  Repositioning, naming, and narrative direction that cuts through

→  Idea-sparking for side hustles, personal projects, and low-stakes experiments that might just take off

→  Creative instincts, shaped by commercial realities—so weird ideas don’t just fly, they sell

🔥 FIREBOX…

I invented, innovated, and launched everything from viral products (Unicorn Tears Gin, CrapWrap, F*cking Strong Coffee, Spreadables) to full-blown campaigns, tone-of-voice systems, internal decks, and weird culture docs.

But even outside Firebox, I’ve launched blogs, brands, screenplays, and side-hustles-for-the-sake-of-scratching-the-itch.

Creative restlessness is part of who I am. If you’ve got an idea that won’t leave you alone, I’ll help make it sharper, realer, and more irresistible—without all the second-guessing.

Say what matters. Sound like you.

For founders, creators, or experts trying to own their voice.

Want to sharpen your personal brand, find your edge, or show up with more authority?

I’ve done it all(!)—YouTube face of a cult retailer, top Quora writer, screenwriter, side-hustler (energy mints, t-shirts, weird blogs), judged inventions on Netflix and TheApprentice, done the media rounds (TV news, radio, promos), and even got brainwashed by Derren Brown.

I’ve written viral posts, invented products, built brand & culture decks, and stood in front of my entire company every month to keep the spirit alive.

Now I help others lead with who they really are—and turn it into something people can actually feel.

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

I help you make faster, clearer calls around hiring, firing, comms, culture, and leadership—before small issues become expensive ones.

→ Hire for potential vs. experience—and weigh the real cost & impact of getting it wrong

→ Clarify who you actually need (not just who’s available)

→ Shape your team strategically—from org charts and role design to “what’s really missing here?”

→ Have hard conversations before they become hard consequences

→ Navigate morale, culture, and comms—without becoming someone you’re not

→ Know who to hire, when to wait, and what to prioritise when everything feels urgent

🔥 FIREBOX…

I interviewed hundreds, hired scores, sacked a few—and felt the long-term cost of getting it wrong.

I built a culture and a team (a family!) that could ship weird ideas fast, stay sane under pressure, and believe in the mission—even when things got messy.

I’ve seen how a single hire can save a business—or slowly kill its spirit. And how one wrong decision spirals into team tension, wasted time, and cultural drift.

Now I help people make sharper, more human leadership decisions—before they snowball.