Strategy &
Business Direction

I define where a business should go, why, and what needs to be left behind.

By identifying misalignments across positioning, offer and communication, I turn complexity into clear priorities and decisions on what to pursue, refine or eliminate.

At the core, I uncover and define the business’s purpose and essence, using it to build a coherent strategic direction across brand, communication, offering and marketing.

This translates into clear, differentiated value propositions and market positioning, grounded in real user needs and behavioural understanding.

I work with frameworks such as Business Model Canvas, Value Proposition Design, The Golden Circle, STP Framework and MVP thinking to structure insights into clear, actionable direction.