My conviction
The inferior product wins more often than it should. Understanding why is the actual job.
I’ve spent twenty years watching objectively worse products beat better ones. The difference is almost never in the product. It’s in how the choice is framed, what the buyer is actually deciding, and what the brand understands about how people behave. Everything I do starts there.
Selected work
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Jan·12·2026
Dec·16·2025
Oct·06·2025
Writing
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Why is canceling a subscription so hard? Inside the dark patterns, the SiriusXM case, and the failed click-to-cancel rule, and… Read more.
11–16 minutes -
Why do we idolize public figures, then destroy them overnight? Inside Indonesia’s idol cycle — the splitting psychology that turns… Read more.
13–20 minutes
Where I can help
Communication Strategy
One project
Business problem, Consumer truth, One idea to act on
Copywriting
Per piece
Ad copy, Scripts, Brand voice
Creative Direction
Per campaign
Concept, Art direction, Production
Framework and Handbook
Built once
Written playbook, Not a template, Built for your team
F.A.Q.
How do we start?
Fill in the form below with what you need. I’ll tell you honestly whether it’s a fit before we go further.
How much does this cost?
Depends on the service and the scope. A one-off piece of copywriting is a different conversation than a full campaign. I’ll give you a number once I know what you actually need.
Is this separate from Brave & Company?
Yes. Brave & Company is the agency I co-founded. This is me, working solo, on projects that don’t need a full agency behind them.
How fast can you turn things around?
Depends on which service. Copy and creative direction move faster than a framework build. I’ll give you a real timeline after the first conversation, not before.
What won’t you work on?
Alcohol, tobacco, and interest-based banking. Not negotiable, whatever the budget.