About

I spent the first part of my career inside start ups and large organisations, watching how decisions got made. Not the formal processes, but the informal dynamics underneath them. Who spoke with authority. Who was listened to. What got accepted as credible, and what got quietly ignored.

The patterns were consistent enough to be worth taking seriously. Outcomes were rarely determined by evidence alone. They were shaped by how confidently ideas were expressed, how clearly they were understood, and how well they supported what the people in the room already believed. The most carefully reasoned argument did not always win. The most certain voice often did.

That observation became the thread that runs through everything I do.

I built a UX and conversion optimisation agency, working with organisations of every size on the gap between how they designed their digital products and services and how people actually used them. I sold that business to a large digital agency in 2021.

Human behaviour, it turns out, is a reliable source of surprises. People do not read. They do not follow the path you expect. They respond to things that seem insignificant and ignore things that are designed to look important. They miss the obvious and question what we think is clear. Understanding why that happens, and what to do about it, is what my consultancy work is built on.

My writing comes from the same place. I am interested in confidence not as a personal quality to be improved, but as a social signal with real consequences. Why certainty is persuasive even when it is misplaced. Why capable people hesitate while less qualified ones speak without doubt. How groups form judgements, and what gets lost in the process. These are not abstract questions. They play out in meetings, hiring decisions, strategy discussions, and the everyday choices organisations make about who to trust, who to promote and what to act on.

I write and speak about these ideas, and I work with organisations to apply them in practice.

What I Write About

The Confidence Advantage explores how psychology shapes behaviour in professional and organisational life. Why people make the decisions they do. How certainty is read by others, and what happens when it is misplaced. What drives performance, credibility, and influence in the organisations we work in.

When Studies Become Stories explores what happens to psychological research on its way from the lab to popular culture. How findings become rules, conditions get stripped away, and ideas that started with real evidence end up meaning something quite different by the time they reach a book, a podcast, or a LinkedIn post.

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Consultancy

I help organisations build UX and CRO capability, improve digital performance, and build products and services that reflect how people actually behave. If you want to know more, please visit the consultancy page.

Work Together

If you are interested in the themes in my books, want to discuss consultancy, or are looking for a speaker, please get in touch.