Thinking
One way of thinking,
applied across different systems.
Substack, research, applied writing, and the book aren't separate practices. They're the same lens — systems, behaviour, value — turned on different problems. This page is the contents.
Published work
What's in the world already.
Essays
Substack
Weekly essays on the systems behind work, AI, and relationships — read by strategists, founders, and researchers.
Read on SubstackBook
Tradwives and Other Dangerous Fantasies
A book-length examination of the systems that make traditional roles feel like choice, and the economics that keep them convenient for everyone but the women inside them.
Explore the book
Research & developing ideas
Longer-arc work in progress.
Research pillar
Relationship governance
How communication design, expectation-setting, and small system defaults shape whether relationships — personal, corporate, or civic — hold under pressure.
Research pillar
AI and human systems
What changes and what doesn't when generative AI enters organisations designed around scarce human attention. Written from inside an AI product company, not from the sidelines.
Applied thinking
Where the lens meets client work.
Applied thinking
Customer experience
The operational systems customers actually meet — packaging, documentation, sales tools, service flows — and why they usually contradict the brand story leadership imagines they tell.
Applied thinking
Organisational systems
The meta-lens. Every marketing, CX or communications problem is a symptom of an operating system that stopped translating capability into value.
Case-linked essays
Field notes from the work
Selected case studies from consulting engagements across manufacturing, higher education, government infrastructure and disability services.
See selected work
Want to talk about a system?
Consulting engagements, research collaborations, and speaking invitations are all welcome.