I work in brand ecosystems: defining a brand POV and using it to shape experiences, products and businesses as well as how to express that brand in communications through the complex ecosystems created by new technologies. With over 17 years experience in both creative and media agencies, first in Sydney and currently in London, I've been lucky enough to work across just about every category and discipline. These experiences have helped me build a diverse set of skills, including; brand planning, product and experience strategy, innovation, business transformation, employee experience strategy, employer branding, communication planning, interactive planning and content planning. I believe in the evolution of strategy as a problem-solving discipline - leveraging your available tools and experiences to invent new ways of working and solving the new challenges opened up by a rapidly changing culture. I also believe that you need to think as fast as you create iteratively to make work that meet's people's needs in a way that can create value for business and impact culture.The past 10 years have taught me some valuable lessons:1. Storytelling is at the heart of everything we do, but storytelling has changed. 2. Templates are dangerous... have a list of good questions to ask rather than a series of boxes to fill in. 3. People (not consumers) are the centre of our work. We need to stop generalising and start forming a deeper and more useful understanding of why people do what they do and feel what they feel.4. If you look after people, you'll look after business. Both in terms of the work we do and how we do it. Invest in talent and optimise for creativity.5. Making things people want > making people want things6. We need to think more about the role brands and businesses actually play in culture and how to help them be interesting and or useful.7. Practice REAL collaboration in order to deliver better work. But do it in small teams if you want to go anywhere fast.8. Be open to 'other ways' of doing things and listen more than you talk.9. Be prepared and open to failure. But make sure you formalise learning. 'Go easy on failure and hard on learning.10. Have confidence in what you know, but embrace the idea that you can't know everything and seek out people and experiences to grow.