A journalist and editor with over 25 years' experience, but without 25 years' cynicism, I treat every commission like it's my first. I consider myself a digital native, having worked on digital projects from the very start of my career but I'm also very experienced in print, audio and video. Whether it's reviewing secret gigs by edgy pop stars, or interviewing CEOs of multinational industries, I know the secret of a good story is knowing your target audience and telling the story that meets (and exceeds) their needs and expectations. This is a maxim I have applied across consumer, B2B and customer products and in sectors including consumer electronics, popular music, science, product design, manufacturing, e-commerce and plastics (among many others).