I’ve never been especially enamoured by doing things the way they’re “supposed” to be done. Picking a lane. Taking the well-trodden path. Accepting the status quo. No thank you. Life is far too messy, colourful and curious for that.

I embrace contradictions because I’m full of them. I’m a scientist and a creative. A data nerd and a storyteller. A strategist who can implement. 

I’ve spent my career shapeshifting – working with everyone from big, complicated global businesses to small and scrappy non-profits. Along the way, I’ve worked with organisations including McDonald’s, Sage, Ford, Intersnack, the Global Salmon Initiative, OVO and Aldi, and helped build and shape offerings for some of the world’s leading sustainability and communications consultancies, including Flag, Luminous and MSL Salterbaxter.

For a long time, I thought I was supposed to pick a lane. That all this zigzagging was a problem. Turns out, it’s the useful bit.

It means I can get under the skin of a complex problem and see it from different angles. Zoom out to the big picture and into the detail. Build solid strategies and understand what it takes to make them happen. Connect dots, ideas and people that don’t always sit neatly together.

And I’ve learned the same is true of good work. The best ideas for change rarely come from staying in lanes. They happen when you bring together smart people who think differently, see things differently and know how to do different things — then give them the freedom to do things their way.

So I built Let’s Do Some Good that way too.