I help leaders make sense of complex problems so they can act with confidence and integrity.
This means making decisions you actually believe in, not just decisions that look good on paper.
Why I do this work
I began my career as a chemist, drawn to the rigour of science and the possibility of developing life-saving treatments. Over a decade, I worked across pharmaceuticals and medical devices, always trying to translate innovation into something that genuinely helps people.
Later, I moved into digital marketing to reconnect with psychology and human behaviour, and eventually into innovation management in the NHS, where I supported clinicians bringing their ideas into the world.
Across all of these roles, I kept seeing the same pattern. The hardest part isn’t the technology, the tools, or the frameworks. It’s the human messiness underneath every decision.
Dealing with people, incentives, assumptions, uncertainty. That’s where I see things get stuck. And it’s also where strategy really happens.
I’ve learned that clarity doesn’t come from certainty. It comes from sense-making. From understanding what matters, what’s noise and what to do next.
How I help
At We Are Strategists, I partner with leaders and teams who are navigating change, complexity or important growth decisions.
Together, we:
uncover the patterns shaping your situation, as well as expose the assumptions and tensions
surface the leverage points that matter most for your customers, your team, and your future
turn that insight into a small set of actionable choices you can move forward with deliberately and ethically
I don’t believe in fitting you or your organisation into an off-the-shelf framework. Instead, I work with you to think clearly when the path is anything but clear.
Where it’s useful, I work in a participatory way, involving the right people, so the strategy we create is informed, grounded, and supported by those who will bring it to life.
Who I work best with
I work best with:
leaders facing ambiguity. Shifting markets, customer behaviour changes or internal misalignment
teams who want to involve people in strategy, not just push it from the top
organisations tired of generic, one-size-fits-all answers
If you’re dealing with complexity and want a grounded conversation about what comes next, you’re in the right place.
How to Get in Touch
If you are facing a strategic challenge and don’t yet see a way through, I offer a 30-minute thinking session to help you make sense of it.
No pitch, no pressure. Just a chance to explore your situation with a clear-thinking partner.
We Are Strategists is based in Cambridge, United Kingdom.
If you’re not ready to book, feel free to connect with me via 👉 email or follow me on 👉 LinkedIn.