About
Scientist, strategist, alien, entrepreneur, author, athlete, model
Creative strategy & brand partnerships
For brands and companies that want to reframe the category
First Principles the newsletter
See life at a different resolution. Experiments in time, energy & mastery. The objective is fidelity to reality.
I run experiments on human behavior for a living
on organizations, audiences, individuals and myself
At 24, I was accepted into a PhD in Differential Psychology. I chose the real world as my laboratory instead.
Founder, strategist and scientist of the human experience at Y42
(Also author, founder, CMO and board advisor)
Submit a project: long-term engagements where you would like my participation
Book a strategy session: one-to-one, immediately actionable advice
Previously
Over 17 years, I have worked in investment banking at Credit Suisse, corporate strategy at J.P. Morgan, strategy consulting at Accenture and innovation consulting at Founders Intelligence. I launched Crimson Education across Scotland and Ireland, then ran it as Managing Director for the UK and Europe as it scaled toward unicorn status. I founded my own consultancies, Meta Strategy and Y42, and my own startups, Nosy and Satori, and I have advised more than 100 companies, from FTSE 100 and Fortune 500 companies to bootstrapped startups.
- Columbia University
- B.A. double major, Economics & Political Science. Graduated at 20, in five semesters, by overloading my coursework
- University of Edinburgh
- Pg.D. in Differential Psychology, completed at 24. Behavioral Psychology and Evolutionary Biology applied to individuals
Some of my results
- 10B+Views generated through my work
- 1B+Views I generated for my first startup in a year
- $1B+In sales and capital raised
- 100+Organizations advised
- Top 3Global Sales creator on LinkedIn, within one year of posting
- Top 5U.S. Venture Capital creator on LinkedIn as of September 2026
- Top 10Global Venture Capital creator on LinkedIn as of September 2026
- 17+Years of commercial experience
I’m also CMO of Messaging Studio. Attention is calorically expensive, so the medium carries as much weight as the message. The studio lets brands build entire worlds inside a single text: images, carousels and buttons. RCS, rich communication services, is for companies and creators what YouTube was in 2005.
The Messaging Studio team has created campaigns for these brands since 2008
Reframe your
category
Own a new category; expand into new verticals; reach entirely new audiences; build a deeper connection with the ones you have.