SELECTED WORK · THINKING · EXECUTION
IDEAS INTO
WORK.
I work at the intersection of business, marketing and media; helping people make their ideas clearer, communicate them well and build a strong public presence.
LET’S DISCUSS YOUR PROJECT01 CLIENT WRITING
Laughing
Hyena.
Selected articles for Laughing Hyena on consumer business, distribution, retention and African markets.
VIEW THE WRITING ARCHIVEWhat Wins in Consumer Business? Being There.
Why availability is part of the strategy—not the last step after it.
Reorder Business: Customer Retention for Consumer Brands
Why repeat purchase matters more than celebrating the first sale.
Why Does Every African Consumer Business Start With a Kiosk?
What the kiosk reveals about how consumer businesses reach people and grow.
We Need to Talk About Luxury
A closer look at luxury and the African consumer market.
The Reality of Doing Consumer Business in Africa
Thinking about the realities of building and operating consumer businesses across African markets.
02 IDEAS & ESSAYS
Thinking
slowly.
Longer-form thinking about business, markets, people and the ideas behind the things we build.
READ ON SUBSTACKBrowse the Thinking Slowly archive for essays and observations on business, markets, people and the ideas behind the things we build.
VIEW THE THINKING SLOWLY ARCHIVESELECTED WRITING
01 / AI POLICY · ECONOMICSThe Norway Lie OpenAI Just Told the World
A closer look at the assumptions behind AI-driven redistribution and what the Norway comparison really tells us.
Your Brain Hasn’t Got the Memo
Why we can understand that something has changed and still behave as if the old pattern remains.
Half Empty or Half Full, But Refillable
A reflection on perspective, possibility and remembering that what is empty can still be replenished.
Don’t Let AI Do Your Thinking
A reminder to use AI as a tool without outsourcing the judgment and thinking that make the work your own.
One True Principle for a Successful Life
A practical reflection on a principle for making decisions and approaching life with intention.
03 SELECTED LINKEDIN POSTS
Thinking in
public.
Short-form ideas on positioning, copywriting, branding and the commercial realities of building a business.
FOLLOW THE WORK ON LINKEDINNew Brands Fail by Playing the Wrong Game
A point of view on market-entry wedges, tension and positioning.
READ POST FIELD NOTE / 02Understanding Your Audience Beats Copywriting Techniques
Why strong copy starts with understanding people, not memorising formulas.
READ POST FIELD NOTE / 03Meaning Is the New Brand Differentiator
A perspective on meaning, relevance and what makes brands matter.
READ POST FIELD NOTE / 04A Commercial System for Consumer Business
Notes on distribution, sales systems and the work behind execution.
READ POST04 BUILDING & MEDIA
Work beyond
the page.
I’m building a consumer brand (currently in stealth) and developing media projects; work that keeps my thinking close to the realities of execution.
NormRift
Building a new kind of everyday drink. A live lesson in positioning, product development and the realities of taking a consumer idea to market.
VISIT NORMRIFT PODCAST · MEDIAIn Pursuit of Why
A developing conversation-led media project built around people, ideas and questions worth pursuing.
WATCH ON YOUTUBE PUBLICATIONLaughing Hyena
Consumer business writing grounded in distribution, customer behaviour and how brands grow in African markets.
VISIT PUBLICATION05 WORK WITH ME
Make the work
work harder.
If you have a business to grow, ideas to communicate or a public presence to strengthen, these are the ways we can work together.
LinkedIn Brand Management
Strategy, writing and consistent execution for founders who want a stronger presence without running the content operation themselves.
LinkedIn Content & Positioning
A clearer point of view, sharper profile and content direction tied to the opportunities you want.
Founder Content Strategy
Turn ideas, expertise and company story into a deliberate business asset.
HAVE A PROJECT IN MIND?
LET’S TALK.
Start with a conversation about your goals, context and what good work would look like.