I transform brands by understanding people. I love people. There's nothing more fascinating to me. I enjoy being around people: being inspired and inspiring, energised and energising, listening and helping, learning and encouraging. Brands communicate why, how and what they do; from one tribe of people ‘employees’ to another ‘customers’. I harness the talent of ‘employees’ to engage ‘customers’ by studying why people do what they do. This passion in people has meant my life has been spent: - in leadership: establishing a vision, a nurturing culture and an inspiring environment to motivate the change in behaviour needed- in management: attracting then retaining talent by creating structures for people to learn, grow and flourish- in commercial strategy: shifting the philosophy from short term trading to long term sustainability- in big data and analytics: identifying behavioural patterns that unite or differentiate people- in research, psychology and neuroscience: unearthing why people behave the way they do- in social and media: creating relevant content to contribute to, not interrupt, the conversation - in branding: creating brands that connect with customers by demonstrating their purpose through their actions- in CRM: changing the conversation from shouting buy this to listening and helping customers get more value- in marketing communications: understanding what people notice, process and act on- in creative: reflecting who people are, what they do and how they talk