Turning identity and instinctthe fun part, honestly into decisions leadership can act on.
I work with founders and executives to build a distinctive personal and professional identity, and to back the people and ideas that identity puts in front of me.
Background
I'm an independent identity and brand strategist with a background in narrative and positioning work, and I invest independently alongside that practice. I'm brought in when a founder or executive has real substance but no clear story yet — or when the story exists but hasn't been built into anything that compounds.
My approach stays close to the person, not just the brand assets. A positioning strategy is only useful if it still sounds like the person after I leave, so every engagement ends with a voice and a system the client can run themselves — not a brand deck that sits in a drive.
Where I'm brought in
- Brand
Personal & founder identity
Defining the point of view, tone, and positioning that make a founder or executive recognizable — before it becomes the story other people tell about them.
- Narrative
Narrative & positioning systems
Turning a scattered mix of content, bios, and public appearances into one consistent narrative that compounds instead of resetting each time.
- Growth
Audience & engagement building
Building the platforms, cadence, and channels that grow a following into a durable, engaged audience over time.
- Invest
Investment strategy & deal flow
Backing founders and ideas early, using identity and network as the primary source of deal flow rather than cold outreach.
See where the compounding starts
A rough version of the first model I build for every identity engagement. Move the sliders to match your starting point — it's a directional estimate, not a guarantee.
Based on current engagement compounded monthly at the growth rate above over 12 months — the same back-of-envelope math I open a positioning engagement with.
Exhibits
Exhibit A — Telegram Channel Growth
OngoingA Telegram channel with a small, inconsistent audience and no clear posting rhythm or reason for people to stick around.
Built a consistent content cadence and voice, then iterated on what actually got shared and discussed versus what just got seen.
Sustained growth
in engaged subscribers month over month.
Exhibit B — Personal Brand & Reputation
2020—NowStarting out with no name recognition, no track record on paper, and no obvious reason for anyone to take a first meeting.
Built a public track record deliberately — showing up consistently, taking on visible work, and letting results (not claims) do the talking.
A reputation
that now opens doors before the first conversation.
Exhibit C — Matcha Business Development
Advisory engagementAn early-stage matcha business needed help shaping its brand identity and getting its finances organized to support growth.
Worked alongside the founders on brand positioning and identity, and supported the finance side — pricing, margins, and basic reporting.
A clearer identity
and a firmer financial footing to grow from.
"Discipline is choosing what you want most over what you want now."
History
Have a problem worth a second opinion?
I take on a limited number of engagements each quarter. If you'd like to talk through what you're seeing, get in touch directly.