I designed my first product when I was five. I pointed at an old lampshade in my dad's shed and announced "We could make a bell out of that." With a bit of help, I pulled it apart, screwed on a handle and attached a chain so it would ding-a-ling when I waved it in the air. The little golden bell has sat on my desk ever since. I ring it when I'm feeling uninspired or have big decisions to make. It reminds me the best solutions come when you look at the junk in the shed a bit differently (also that I peaked at five).

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Finding golden bells in the clutter is exactly how I approach strategy. I thrive in the messy space between a complex problem and a clear direction, using part instinct, part human-centred design to uncover what's actually going on. Then I translate it into something an organisation can act on - A human story that drives meaningful change.

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My experience spans experience design, service design, research and design leadership. The thread running through all of it is the same: get to the core of the problem, help the organisation understand it, and make sure they're solving for the right thing before they start building.