I build at the intersection of how people learn and why they act.
My background spans creative production, behavioural science, and startup operations, three lenses that shape how I think, build, and lead.
About
Creative production. Behavioural science. Sales. Startups. My career has covered a lot of ground, but it all points the same direction: understanding how people think, decide, and act, then doing something useful with it.
I run a tech company now, but before that, I spent years making content, studying influence, and learning the narrative of how to sell ideas.
Creative Production
Years spent crafting stories that move people
From television and video production to studying Marshall Ganz's Public Narrative framework, I've learned that how you tell a story determines whether anyone acts on it.
Behavioural Science
Understanding the psychology behind decisions
Deep expertise in Cialdini's principles of influence, neuro-linguistic programming, and the mechanics of behaviour change, not just theory, but practical application.
Startup Founder
Building products that change how people learn
Co-founder and COO of Suada, a learning platform built on the science of retention. Focussing my energy on bridging the gap between training and actual behaviour change.
Writing
Building Learning Experiences that Stick
I've just come back from the Unleash HR Conference in Paris, and it's got me thinking. Most corporate learning and development is broken. Not just a bit ineffective or in need of minor tweaking, fundamentally broken.
The Science of Persuasive Storytelling
Why do some stories move us to action while others fall completely flat? I've spent years studying this question from multiple angles, and what I've discovered is that persuasive storytelling isn't magic.
Suada: The Journey so Far
Six years ago, this photo was taken in The Hill Village Pub in Wollaston. Two guys with no product, no roadmap, just a couple of pints and a belief that we could make sales training actually stick.
Featured Work
Building the Retention First LMS
Since 2019 I've been building Suada. We've created a learning experience platform that transforms how organisations develop their people, using behavioural science, storytelling, and the science of retention.
Visit SuadaResearchModern Learning for the Deskless Workforce
A whitepaper I co-authored with thought leaders on the topic exploring why 2.7 billion deskless workers are underserved by traditional learning systems, and how modern LXP's can close the capability gap.
Read the whitepaperPressADAPTOVATE and Suada Join Forces
ADAPTOVATE invested in Suada in March 2025 to transform workforce learning at scale, bringing together their human-centred transformation expertise with our retention-first approach to capability building.
Read the announcementAs Seen In
The Future of L&D in 2026
Invited speaker on PeopleHub's webinar exploring how learning and development must evolve to meet the demands of modern work. Discussed behaviour change over completion rates, strategic capability building, and why AI should enable great learning, not replace it.
Watch the webinarPressFeatured in Forbes: Suada Expands to Georgia
Suada's expansion into Tbilisi was featured in Forbes, highlighting our investment in building a world-class development hub with CTO Beka Tomashvili and the Georgian engineering team.
Read the articleLet's talk
Some of my best opportunities have started with a simple conversation. If something I've written resonated, or you think there's something worth exploring together - let's talk.
Book a conversation