I didn't plan this, but I keep finding myself in a room when something important is on the line.

The financial crisis at Citi. A $5.75 billion acquisition at Nature's Bounty. The early days of enterprise AI. Most recently, generative video at Meta.

Looking back, I don't think the pattern was change. It was consequence.

I've learned that the hardest creative problems usually aren't creative problems. They're business problems. Leadership problems. Technology problems. Creative is just the tool.

I'm a systems thinker. I like understanding how things work, finding the pattern everyone else is missing, and making complicated things feel obvious. That's been true whether I was leading a team of 20 or 150, working inside a global company, running an agency, or helping research teams at Meta ask a simple question: Would people believe what they're seeing? Different technology. Same assignment.

I still believe the best work starts with curiosity, not certainty. Listening before presenting. Understanding before making. I'd rather have one thoughtful conversation than try to impress a room.

Along the way I've picked up an Emmy, a Cannes Lion, the cover of The New Yorker, and one campaign that somehow ended up as a tattoo on someone's leg.