I've spent twenty years reading what's underneath the conversation — the frustration that comes out sideways, the nod that doesn't reach the eyes, the face that says something the mouth won't. My job is to name what that person is actually trying to say, in language the rest of the room can finally hear.
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That instinct is what makes the strategy work. Twenty years across healthcare, banking, and B2B products taught me that most digital strategy fails not because the plan was wrong, but because it was built on what leadership believed was true rather than what was actually happening inside the organization. I've led that work at the director level — owning strategy, directing teams, and staying accountable to whether it actually moved.

I find the gap between what organizations believe and what is actually true. Before anyone starts building. Before another dollar goes into execution that won't land.
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