I read businesses the way some people read a room, the whole of them at once, past what they say they are to what's actually going on.
Across two decades and three continents, I've worked inside businesses of every kind, from mom-and-pop shops to startups mid-Series-A to global corporations. I'd get called to fix a marketing problem and find a strategy problem underneath. A positioning problem. A founder moving faster than the business could follow. They could feel something was off. They couldn't see what. I almost always could.
Eventually I stopped treating it as a series of jobs and built it into a practice. The Aligned Agency and ARIA are what came out of it, two brands, same instinct, pointed in different directions.
The personal story lives in The Key