About
Explore my writing on customer experience, organisational strategy and decision-making.
I have always been fascinated by systems.
As a student, that curiosity led me to law, politics, history and the structures that shape life in society. Later, it drew me toward customer experience, product and digital strategy, where I found another kind of system: organisations.
Experiences and decisions
Two ideas have shaped much of how I see them: experiences and decisions.
Not only at work. The experiences we create, the ones we remember, the ones that change us. And the decisions that lead us there, including the ones we postpone, the ones we regret, and the ones that quietly shape a life long before we understand their consequences.
A recurring pattern
When I moved from retail into financial services, I expected to encounter entirely different challenges. Instead, I found familiar ones. Different products, different regulations, different terminology, but the same underlying tensions between customer needs, operational constraints, commercial objectives and organisational silos.
Over time, working across different markets, cultures and organisations, I kept noticing the same thing. Experiences rarely fail on their own. They break where decisions, incentives and ownership stop aligning.
That observation became the foundation of my work.
Decisions behind the experience
Today, my work focuses on how the decisions organisations make shape the experiences they create. Customer experience rarely breaks inside a single channel. It breaks in the spaces between them, where one decision meets another that was never aligned to it. The visible journey is usually the symptom. The cause sits earlier, in how an organisation allocates capital, governs risk and designs its operating model. My work is to make those decisions visible, align them across functions, and give them an owner before customers feel the gap.
Different contexts. Similar patterns
Having worked over the past twelve years across customer experience, product and digital strategy in regulated environments and multiple European markets, I have seen these patterns repeat with remarkable consistency.
The questions that continue to interest me are the same ones that first drew me to law and public affairs: how systems work, why they fail, and what allows them to create value consistently over time.