I’ve been thinking a lot about what the common thread is across my work. The urge that joins all the disparate endeavours. The underlying thesis. I think I’ve got it It’s “waste” Not just the literal kind, though that’s part of it, but wasted value in its many forms. Thought I’d share the frame here. Literal Waste The obvious one. With CLUBZERØ , the focus is reducing physical waste in the food and beverage supply chain. With Plumen, it was about stopping people wasting ener

"Companies that do not belong to a community of discourse will die." — The Cluetrain Manifesto, 1999 That was the warning. The authors argued that markets were becoming conversations, moving faster and getting smarter than the companies trying to serve them. That was 27 years ago and we're still catching up today When we founded Poke in 2001, that insight sat at the heart of everything we did. The Cluetrain Manifesto had landed a year earlier. Markets are conversations not pa

I co-founded Plumen , a pioneering light bulb brand that rode the disruptive transition from incandescent to energy-efficient technology, a shift driven by regulation, economics, and the push toward net-zero. I also spent decades leading creative at Poke, an award winning creative technology agency, working with telcos like Orange, EE, and Skype (RIP 😢), trying to weave a thread between traditional brand, digital product and service, and brand communications, basically anyth