When the outcome isn't making sense.
You know what is happening and probably have plenty of explanations for it. But the explanations aren't quite accounting for the outcome, and you need to understand what's actually producing it.
I help organisations understand what's actually producing an outcome, identify where they have leverage to change it, and turn that understanding into practical action.
Organisations increasingly operate in systems where incentives, institutions, power, behaviour, technology and wider social forces interact.
An intervention in one part of the system can produce unexpected effects elsewhere. The challenge is understanding what's actually producing the outcome, and where you can influence it.
You might come to me when…
The strategy makes sense, capable people are working on it, but behaviour or results aren't following.
Everyone is working toward the same outcome, yet incentives, priorities, structures or other forces are creating friction or producing unintended consequences.
You're introducing AI or another technology and finding that adoption, behaviour, workflows or decision-making aren't unfolding as expected.
You've changed the strategy, communicated the goal, or tried the intervention, but the same outcome keeps reappearing.
When an important strategy, product or change effort isn't producing the outcome you expected, the typical explanations aren't always the right ones.
When the typical explanations don't account for the outcome, I help you diagnose what's really driving it.
Investigate the problem · Surface the forces maintaining it · Test assumptions · Distinguish symptoms from drivers
OutcomeA clear, evidence-based picture of what's actually driving the outcome you're seeing.
Complex problems rarely have one solution. Once we understand the system, I identify where your organisation has enough influence to shift it.
Map the forces at play · Identify constraints and feedback loops · Identify the intervention points worth pursuing.
OutcomeA small number of high-leverage opportunities.
I help translate the diagnosis into practical interventions, whether that's changing a product, strategy, workflow, incentive, decision-making process or approach to technology.
OutcomeA practical path forward that can be tested and adapted
By the end of our engagement, you'll typically have:
A shared understanding of the forces producing and maintaining the outcome, including what's happening beneath the surface.
A way for stakeholders to move beyond competing explanations.
Clarity about what you can influence, where your authority or resources give you room to act, and where intervention is unlikely to have much effect.
A small set of strategic choices, interventions or experiments worth pursuing, with clear next steps for testing, learning and adapting.
I typically work with leaders responsible for a strategy, product or change effort that isn't producing the outcome they expected.
Engagements can range from a focused diagnostic review or workshop to an ongoing advisory partnership, depending on complexity.
My expertise lies at the intersection of technology, human systems and strategy.
I've spent my career making complex technology and product decisions in environments where technology, behaviour and organisational systems interact. At Riot Games, I led product strategy for Behavioural Systems for League of Legends, serving a community of 140M+ monthly players.
My particular strength is entering an unfamiliar problem, learning the system quickly, understanding the forces shaping the outcome, and turning that understanding into practical decisions.
I don't need to have solved your exact problem before. I need to understand the system producing it.
I draw on systems thinking, product strategy, behavioural science and my own MAPS framework to examine complex problems from multiple angles.
If you're navigating a challenge where strategy meets the messy reality of human behaviour and systems, I'm interested in understanding what you're working through.
It doesn't need to be fully defined.